Burger King X Pepsi rewards campaign

Burger King X Pepsi Rewards Campaign

Burger King and Pepsi set out to redefine engagement with a bold vision: create a summer-long campaign that went beyond traditional promotions. Their mission was clear. The Burger King Pepsi rewards campaign needed to captivate younger, tech-forward audiences, spark in-store visits, and deliver measurable impact through immersive brand experiences.

The challenge was to design something that combined cultural creativity with augmented reality marketing, while also giving fans real rewards and giving the brands valuable first-party data for future targeting.

Our Approach:

We launched X Marks The Drop, a gamified AR experience that turned everyday locations into reward zones. Using their phones, fans explored, collected tokens, and unlocked prizes ranging from free Whoppers to exclusive Pepsi deals.

To make the activation culturally resonant, we collaborated with South African artist African Ginger. His bold artwork transformed digital rewards into collectible art, showing how gamified experiences can merge technology and culture.

The campaign ran seamlessly on our AR marketing platform, requiring no app download. Fans could jump in instantly, engage repeatedly, and share their wins socially, driving both awareness and participation.

The Results?

250,000+ game plays by registered users
70% prize redemption rate in-store
50% conversion from web visits to registrations

As a result, X Marks The Drop became one of the most successful immersive marketing campaigns in the region. It captured attention nationwide, boosted sales, and deepened loyalty. Most importantly, it proved how gamification in retail can turn digital interactions into measurable, real-world value.

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Try It For Yourself:

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!