Burger King: The king of the 2020 VMAs

Burger King, a fast-food chain, launched a campaign in the US to leverage VMA cultural relevance, experiment with partnership innovation and bolster fan engagement.

Campaign details

Brand: Burger KingAgency: Viacom Velocity

Campaign Summary

For Burger King's inaugural VMA partnership, MTV architected a mobile-first, technology-infused branded content series that captivated fans through a sequence of breakthrough creative moments throughout the show.

MTV delivered A-list rapper, Lil Yachty, to star in this content series alongside The King, as the duo embarked on a unique experience as they arrived in style to the show, prepped for their debut, and delivered a one-of-a-kind performance. The content prompted fans to unlock exclusive rewards through pop art-inspired QR codes, leading to a musical moment in AR –...

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