Using AR, we put one of the UK’s most influential rappers on a stage like no other – the iconic Whopper. Music Week described Whoppa on a Whopper as a “New frontier for the music industry”

Using this influencer strategy we brought music, culture, and burgers together for the first time ever. And leveraging the followings of both Tinie and BK we started a world tour in a world with no live music – reaching more than 80 countries – even though our campaign was only officially released in 3 markets.

In mid 2020 one of the UK’s biggest rappers, Tinie, released his summer anthem Whoppa.

The track’s name and chorus sounded a lot like our burger, the Whopper – and we knew that we needed to collab.

So we did what any self-respecting burger brand would do and slid into Tinie’s DMs and asked if he wanted to collaborate.

The only complicating factor was a global pandemic and the biggest social disruption in living memory.

Because of Covid, any kind of activation or experience that involved in-person activity was off the table.

So we filmed Tinie with 700 cameras, shrunk him to 1/100th of his size, and put him on Whoppers in AR. Making our iconic burger a stage for the first time.

Tiny Tinie not only gave a live-music-starved audience something to smile about during lockdown, but also drove consideration and purchase for BK.

Important, because like many businesses with physical stores, BK’s sales were struggling due to the pandemic.

Burger King’s bullseye audience is 18 - 35 year olds who like to treat themselves a burger every now and again . Research told us that not only have some of them grown up with Tinie, but they were also the ones that were most vocal about missing out on seeing live music, and going to festivals as a result of the pandemic.

Our strategy was to bring music to the people when the people couldn’t go to the music.

How we did that was also influenced by their behaviour - we knew they were most likely to consume and interact with AR, and this was on the rise as a result of lockdown.

The activation launched with on-pack stickers in the UK, Colombia and Puerto Rico.

For two weeks anyone who bought a Whopper in these markets simply scanned the on-pack sticker and got an exclusive gig from Tiny Tinie in an AR browser experience – turning our iconic burger into a stage for the first time ever.

People posted about it, building interest. Then we opened the experience up to people everywhere by sharing the experience across social. People in over 80 countries launched the experience for themselves – bringing the BK brand and live music into homes all over the world.

It also helped Tinie promote his new single in markets all over the world, in a highly talkable way.

In a world with no live music, we started a world tour with Whoppers as our stage.

Tiny Tinie gave our audience something to smile about during lockdown. He also drove consideration and purchase for BK at a time many of our restaurants were closed (but not delivery services) due to the pandemic.

With McDonalds still spending the big bucks in terms of media spend - our aim was to generate saliency and get more people ordering Whoppers. With a limited budget, we managed to increase searches of Burger King by 138% from pre to mid campaign - and importantly we saw a 6% increase in AUV (average unit volume) for Whoppers during the campaign period, stealing market share from our competitors.

The campaign scored 401 million media impressions, was featured in over 200 publications, and Tiny went on a world tour with performances in 82 countries.