Burger King x Pepsi

A Digital Treasure Hunt for Whoppers, NFTs & More

Burger King and Pepsi set out to redefine brand engagement by moving beyond conventional marketing. Their mission was to create a bold, culturally rich digital experience that would captivate a younger, tech-forward audience—while also driving real-world, in-store visits through immersive, interactive touchpoints.

The challenge? Design a summer-long campaign that seamlessly merged technology, creativity, and rewards into a memorable experience that lived both online and on the ground.

 

We launched X Marks The Drop, a digital AR treasure hunt that turned everyday locations into interactive reward zones. Users explored, played, and unlocked prizes through their phones—ranging from free Whoppers to limited-edition NFTs. A bold collab with artist African Ginger brought cultural flair to the experience, turning rewards into collectible art.

 

X Marks The Drop captured the attention of thousands across South Africa, driving a surge in in-store visits and digital engagement. Fans eagerly hunted for tokens, shared their wins on social media, and deepened their connection with the Burger King x Pepsi brands. The campaign generated organic buzz, boosted sales, and elevated brand love—proving the power of combining immersive tech, cultural creativity, and real-world rewards.

250, 000 game plays by registered users

70% redemption in store

50% conversion from web visits to registration

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Burger KingxPepsi Demo QR

view our demo campaign:

Step into the X Marks the Drop experience and discover how we turned mobile screens into adventure portals.

What they had to say:

Ezelna Broome
Ezelna BroomeGroup Marketing Executive, Burger King
Working with IRL on the Burger King x Pepsi campaign was a fantastic experience. Their innovative tech solutions, especially the use of Augmented Reality, really set the campaign apart and engaged our customers in a new and exciting way. The ability to create geotargeted experiences that blended seamlessly with our brand objectives made a huge impact on our engagement rates. The platform was incredibly user-friendly for both our team and customers, allowing us to offer unique, interactive experiences that were a major hit. We were impressed with how easy it was to collect meaningful customer data without compromising the experience. IRL was highly responsive and adapted quickly to any changes, which made the whole process smooth and efficient. Overall, it was a pleasure working with their team, and we look forward to future collaborations!

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