Burger King Launches AR Experience With Lil Yachty For The VMAs

urger King are no strangers when it comes to innovative advertising campaigns which bring together audiences from all over the world. Their latest campaign features the brand’s mascot as well as the renowned rapper Lil Yachty, who together took over the MTV Video Music Awards (VMAs) last week, in an AR appearance. 

During the VMAs, Burger King ran an immersive experience which asked viewers to scan a QR code with their smartphone which activated an AR experience.The experience featured AR versions of the burger chain's mascot and rapper Lil Yachty, who performs the song "Top Down" and Burger King awarded him with the Burger Fire Medallion. By scanning the QR code, viewers were able to activate offers including a free Whopper sandwich with a $1 purchase on the Burger King App as well as the chance to win a year's supply of free Whoppers along with a ticket to the 2021 VMAs. 

Burger King worked with digital content and experience agency Coffee to create the AR experience and collaborated with agency MullenLowe on the promotional effort. The campaign has helped to boost downloads for the Burger King App, which has been a central part of the burger chain's mobile marketing efforts in the past few years. The brand has been doing a significant amount of work to push consumers towards using their app and during the pandemic, apps have become even more crucial to quickly serve brands and offer consumers a wider range of options. 

This is not the first time Burger King has used QR codes in their commercials to drive consumers to offers, back in April, a "QR Whopper" giveaway featured three commercials that showed a QR code floating around the TV screen. Scanning the code with a smartphone brought viewers to a web page with coupons for a free Whopper with a purchase through the Burger King App. 

It is clear that Burger King is reaping the rewards of harnessing this innovative technology, while consumers are engaging with the entertaining AR experiences and receiving offers while doing so. Many brands are joining Burger King and finding new and exciting ways to utilise AR into their marketing strategies, and those that are taking the risk are getting serious results.