During the MTV Video Music Awards, Burger King created QR code discounts that fans could access via their screen and a smartphone camera, which would trigger an augmented reality experience. With the BK app, users could scan the codes that appeared throughout the awards show to claim a free Whopper sandwich with a $1 purchase in the BK App, as well as their very own shot at free tickets to next year's VMAs.
Alongside Burger King's mascot, Lil Yachty virtually appeared to perform Top Down and was awarded the Burger Fire Medallion.
Due to the pandemic, the 2020 VMAs were hosted at outdoor pop-up locations across New York City and this interactive augmented reality experience from Burger King gave fans the opportunity to be engaged throughout the entirety of the show.
Interactive AR Burger Campaigns
Burger King Shared On-Screen QR Code Discounts During the VMAs
Trend Themes
1. QR Code Discounts - Disruptive innovation opportunity: Implementing QR code discounts to enhance customer engagement and drive sales.
2. Augmented Reality Experiences - Disruptive innovation opportunity: Integrating augmented reality into marketing campaigns to provide interactive and immersive brand experiences.
3. Interactive Advertising at Events - Disruptive innovation opportunity: Creating interactive advertising campaigns at events to capture audience attention and promote brand loyalty.
Industry Implications
1. Fast Food - Disruptive innovation opportunity: Incorporating interactive AR campaigns to revolutionize the fast food industry by attracting new customers and enhancing the overall dining experience.
2. Mobile Apps - Disruptive innovation opportunity: Developing mobile apps that integrate QR code scanning and augmented reality features to improve user engagement and generate revenue.
3. Entertainment - Disruptive innovation opportunity: Utilizing augmented reality technology in entertainment industry marketing initiatives to create unique and memorable experiences for audiences.