ABOUT

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