Burger King Put a Rapper on a Whopper in This Tasty AR Stunt

Who needs the London Palladium or Madison Square Garden when you’ve got a Burger King Whopper as your stage?

U.K. rapper Tinie Tempah hops atop the iconic sandwich to perform his latest single, “Whoppa,” in a fun augmented-reality experience from BBH London and Dimension Studios.

Through August, U.K. customers can scan a QR code on Whopper wrappers (how appropriate!) to launch the show on their smartphone screens. Using WebAR, the experience works directly in browsers, so there’s no app to download. Sing along as tiny Tinie and his CGI burger appear on your desk, dining room table, the floor—anyplace you choose. Plus, you can pinch, scale and spin the action 360 degrees.

“When we made this song, the vibe was all about summertime and bringing that Latin heat and energy to the U.K. music scene—not so much about burgers,” Tinie says. “But when Burger King reached out on Twitter, we immediately knew we just had to collaborate. Of all the ways I’d be launching a single in 2020, I couldn’t have predicted it would be through a performance on top of a flame-grilled Whopper!”

BBH will promote the “Whoppa” experience through social and outdoor elements:

When Tinie dropped “Whoppa” a few weeks back, BK approached the artist about collaborating, believing the similarity between sandwich and song title was too tasty to ignore.

The work targets 18- to 30-year olds, says agency data strategy director Saskia Jones. “Not only have some of them grown up with Tinie, they’re also the ones that interact with AR regularly on social, making tiny Tinie the perfect sweet spot to engage a notoriously hard-to-reach audience,” she says.

A few months back, creative shop Callen released a somewhat similar project, filming a full-length concert by indie rockers Real Estate and using the magic of AR to show the band performing in different spots around users’ homes. 

CREDITS

Burger King U.K. CMO: Katie Evans
Burger King U.K. Brand & Communication Director: Soco Nunez

Agency: BBH London
Creatives: Ben Edwards, Guy Hobbs
Creative director: Felipe Guimaraes
Chief creative officer: Stephen De Wolf
Social creative: James McComb
Strategy director: Saskia Jones
Strategist: Laura Casado Cisa
CEO: Karen Martin
Account director: David White
Account manager: Laura Huber
Account executive: Lwimbo Malanda
BBH head of production: Stephen Ledger-Lomas
BBH head of digital production: Richard Atkins
BBH head of film production: Victoria Keenan
BBH film producer: Georgia Dickinson
BBH lead music supervisor: Hywel Evans
BBH head of design: Ross Mawdsley
BBH designers: Ali Freeman, Josh Bailey, Christian Tunstall
BBH head of UX: April Felker
BBH producer: Georgia Dickinson
BSS photographer: Korrie Powell

Production company: Dimension Studios
Head of production: Adam Smith
Post supervisor: Adrianna Polcyn
Digital imaging technician: James Gadd
1st assistant director: Sarah Pearn
Studio coordinator: Toby Hyder
Partnership director: Lauren Dyer
SNK Films, 2nd assistant director: Sophie Kenny
Soundnode, sound playback operator: James De Taranto
Bully Entertainment, lead project manager: Olga Hasta
Bully Entertainment, doer of all things: Landon Hood
Bully Entertainment, key accounts & comms director: Ola Dinh
Bully Entertainment, creative director / founder: Carlson Bull

Audio production: String and Tins
Audio post producers: Alina Miroshnichenko, Charlie Howard
Sound engineer : Lawrence Kendrick

PR Agency: Frank
Client services director : Laura Crompton
Account manager : Bill Collier
Senior account executive : Meral Taze
Account executive : Hugh Royle
Account executive : Rosie Barrett

Social media agency: Coolr
Account director: Lauren Sarginson
Social creative: James Parker
Social executive: Ben Ravenscroft

Entertainment company: Disturbing London
Founder/CEO: Dumi Oburota
General manager: Sandy Cheema

Record label: Warner/ Parlophone
Marketing manager: Casey Amber, Parlophone
Head of audience &amp engagement: Anya Du Sauzay, Parlophone
VP strategic marketing and partnerships: Catherine Roe, Warner

Hypebrid: Jason Edwards-Buhari, managing director