Lil Yachty performed the song “Top Down” and Burger King awarded him with the Burger Fire Medallion, according to Campaign. The effort urged viewers to download the BK App and register if they hadn’t already, and scan QR codes that appeared in spots throughout the awards show.

Scanning the QR codes activated offers including a free Whopper sandwich with a $1 purchase in the BK App, and chance to win a year of free Whoppers along with tickets to the 2021 Video Music Awards. Burger King worked with digital content and experience agency Coffee to create the AR experience and with agency MullenLowe on the promotional effort, per Campaign.

Burger King’s immersive sweepstakes during the VMAs sought to engage viewers with AR content while also urging them to scan QR codes for discounts and a chance to win a grand prize. The campaign could help to boost downloads for the BK App, which has been a central part of the burger chain’s mobile marketing efforts in the past few years.

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