Burger King x Pepsi
X Marks the Drop
An AR-powered virtual hunt that had South African fans searching for ‘whopping’ big prizes.
South Africa is the largest foodservice market in sub-Saharan Africa. But Burger King was late to the table, and has far fewer restaurants than its competitors. So, despite it being fast and delicious, it’s not always convenient. Our challenge? Get people on a fast-food mission to go out of their way to a Burger King, by tempting them with the ultimate combo: Burger King x Pepsi. To celebrate the exclusive partnership, we created a hot collab with experimental artist, African Ginger, and together brought ‘X Marks the Drop’ to life – a nationwide, AR-powered virtual hunt.
Thousands of virtual tokens, each offering a real-life reward, were dropped in Burger King restaurants, people’s homes, and (cheekily) in some other eateries where big burgers are the order of the day. Then we launched an integrated campaign spanning radio, online, social, outdoor, in-store and PR (incorporating media and influencer relations) encouraging the country to ‘get searching!’
Every play gave fans the chance to win amazing prizes from 20,000 free Whoppers and thousands of special BK & Pepsi meal deals, to 10,000 limited-edition NFTs and the grand prize of an original artwork by African Ginger worth $25K.
Creating the connection: Fans loved the ‘phygital’ local Burger King flavour African Ginger and the virtual hunt brought to the fast-food table. Autopilot fast-food missions were suitably disrupted, the exclusive Burger King & Pepsi’s partnership gained huge awareness and brand equity, and sales sizzled all summer long.
250,000 game plays
c.90% conversion to play
+70% prize redemption in store
1 in 4 registered players redeemed a prize
What our client had to say:
“From a digital innovation point of view we’ve not seen anything like it. The creative, your assets on digital, your assets on OOH, the way you guys designed the look and feel, it was stunning. It really was beautiful. So fresh. We love it”
Head of Marketing, BK ZA