Define.
Burger King and Pepsi, two legendary brands with a history of innovation and bold marketing, wanted to break away from traditional campaigns and create a distinctive, rewarding experience for their customers. This unique initiative was designed to celebrate their collaboration in a way that resonated with customers, especially younger, tech-savvy audiences eager for digital interactions.
The vision was to launch a summer-long augmented reality (AR) hunt, filled with thousands of exciting prizes, including limited-edition NFTs, free Whoppers, exclusive deals, and more. To add a unique cultural flair, the campaign partnered with celebrated South African artist, African Ginger, whose vibrant, expressive artwork was infused into the experience, making each prize not only a reward but also a collectible piece of art. The brands sought to blend technology, art, and rewards to deepen their engagement with fans, inviting them into a world where creativity and loyalty met cutting-edge interactivity.
Design.
We crafted an engaging augmented reality game called X Marks The Drop, which offered Burger King and Pepsi fans a thrilling way to interact with their favourite brands. The game was designed to be intuitive and fun, allowing players to immerse themselves in a high-energy treasure hunt using their mobile devices. Participants started by registering and either locating the nearest Burger King “drop” location or placing a virtual token right in front of them, turning their surroundings into a playground of rewards.
In AR mode, players would gather these virtual tokens, discovering an array of exciting prizes in their Whopper Wallet. Rewards ranged from free Whoppers and exclusive meal deals to limited-edition NFTs, adding a touch of digital collectability. The ultimate reward was a one-of-a-kind artwork by African Ginger, making the experience not only a fun game but also a quest for something truly memorable. Every element of the game was crafted to engage, delight, and bring fans closer to the brands in an innovative way that blended digital interaction with tangible rewards.
Deliver.
The BKxPepsi X Marks The Drop campaign quickly became the talk of the summer. By seamlessly integrating augmented reality into the treasure hunt experience, players could participate in a captivating, tech-driven adventure right from their mobile devices. Thousands of fans took part, uncovering rewards as they engaged in the immersive AR gameplay, and sharing their wins on social media, creating organic buzz around the campaign. The strategic combination of prizes, from tasty treats and exclusive deals to limited-edition NFTs, created an experience that resonated across demographics.
The grand prize—a unique piece of art by African Ginger—added an element of exclusivity and artistry that made the campaign stand out. This inventive collaboration between Burger King and Pepsi not only strengthened their market presence but also forged deeper connections with fans, reinforcing brand loyalty and leaving a lasting impact. The success of X Marks The Drop demonstrated the power of blending digital innovation with customer engagement, resulting in a memorable experience that celebrated the iconic partnership of BK and Pepsi.