NEW DELHI: Burger King has become synonymous with clutter-breaking advertising campaigns that can cut across audiences across the world. In their latest play, the brand's mascot and renowned rapper Lil Yachty took over the MTV Video Music Awards last week, with augmented reality appearances.
The burger brand ran an immersive sweepstake during the MTV Video Music Awards (VMAs) that asked viewers to scan a QR code with their smartphone cameras to activate an augmented reality (AR) experience. Scanning the QR codes activated offers including a free Whopper sandwich with a $1 purchase in the BK App, and chance to win a year of free Whoppers along with tickets to the 2021 Video Music Awards.
To roll out this campaign with the AR experience, the brand collaborated with digital content and experience agency Coffee to create. Apart from this, it worked with MullenLowe on the promotional effort, as per the media report.
The brand announced about the campaign on Twitter and created a conversation among netizens.
The duo appeared together on the red carpet throughout the show. After Lil Yachty performed his song “Top Down,” the King awarded him the Burger Fire Medallion.
Burger King also included a consumer promotion in the broadcast. Viewers were encouraged to download the BK app and use it to scan QR codes that appeared on-screen to avail the offers.
this could be you pulling up to the 2021 VMAs... scan our QR codes during tonight’s show pic.twitter.com/Vkrj5dipTE
— Burger King (@BurgerKing) August 30, 2020
The campaign is clearly intending to boost downloads for the BK App, which has been a central part of the burger chain's mobile marketing efforts in the past few years. The QSR brand has already been working to push its app to the users.
Post pandemic, apps have become even more crucial to quick-service brands as the coronavirus has led to the temporary closure of dining rooms or diminished capacity.
