The VMAs is one of pop culture’s biggest and most iconic nights. What happens there makes its mark on music and pop culture history forever. So when MTV wanted to partner with Burger King, we were challenged to make our own iconic moment that could go on to be remembered as a part of VMA history forever. No big deal. To add to the challenge, we were forced to think within the constraints of COVID-19 restrictions. The biggest restriction was that there wouldn’t be a live audience—just a broadcast and livestream of the show. So we needed to figure out a way to do something that would stir up social conversation in a digital-first way, while making it interactive. The final challenge was making sure that whatever we came up with creatively, it would get people engaging with the brand in real-time in an unforgettable way.

With viewer entertainment being our focus and creating an iconic moment our mission, we enlisted A-list rapper Lil Yachty to perform a first-ever interactive AR performance during a live broadcast with the King. To tease this “Fire Performance” featuring the King and Lil Yachty, we created three scannable QR code commercials featuring both of them arriving, getting ready, and starting their performance. The QR codes in the first two spots when scanned with their mobile devices would link viewers to the BK app to get an exclusive deal. When the third spot’s QR code was scanned, it would link viewers to the AR performance. For those who watched the full “Fire Performance” featuring Lil Yachty and the King performing Lil Yachty’s hit track “Top Down”, they were able to enter a sweepstakes for the chance to win tickets to the 2021 VMAs, and free Whopper Sandwiches for a year.

Knowing that Burger King loves a challenge, we accepted and partnered with MTV for the 2020 VMAs. As we looked into the target audience, we found that 95% of gen-z owns a mobile device, and that 93% of Millennials own a mobile device. So we decided to push for an idea that would connect these mobile-oriented digital natives to the show, to Burger King products, and to a whole new kind of VMA experience all through their mobile device.

To get viewers buying Burger King during the show, downloading the app, and engaging with the brand, we connected with viewers by creating a series of interactive QR code commercials with A-List rapper Lil Yachty and the King. The three spots we created featured integrated QR codes, which encouraged viewers to scan with their mobile devices. This QR code integration created a dual-screen connection experience that rewarded those who participated. The third and final spot when scanned would link viewers to the first-ever AR performance during a live broadcast featuring the King and Lil Yachty. Once viewers were in the experience on their mobile device, they could digitally place Lil Yachty and the King on any surface in their house and control the lighting and pyrotechnics, making their homes a centerstage event.

• Crashed MTV/Viacom’s live servers

• 3.5M Engagements

• 19M Performance Views

• 2:03 min. average AR performance session duration

• 160K Sweepstakes entries

• +96% lift in purchase consideration

• +89% lift in brand opinion

• 36.2K BK App downloads on day of show