After first partnering with the VMAs in 2019, Burger King will return as the presenting partner for Video of the Year. This year, the company collaborated with DJ Steve Aoki, a former Adweek cover star, for a reimagined version of the brand’s “Whopper Whopper” jingle and a music video that will premiere during the VMAs. The music video is being teased on a Times Square billboard, with social content also coming from Burger King’s and Aoki’s social media accounts.
To further promote the remix, Burger King has partnered with 10 dance influencers who will post sponsored content featuring special choreography following the awards show. The company is also hosting a “Whopper Whopper Remix Photo Opper” activation at the official VMAs Block Party with photo ops and giving 50 fans the chance to win a special prize pack with VMA swag.
The Mars company, another returning partner, is bringing M&M’s to the VMAs, with the brand partnering to present the viewer-selected Song of the Summer award. As part of the partnership, the company worked closely with Paramount Brand Studio and artist Stephen Sanchez on a custom performance.
The company is also bringing Orbit Gum as a returning sponsor for Last Looks mirror, the first stop on the pink carpet for celebs. Throughout the night, talent and MTV will push out their Last Looks content courtesy of the brand. The partnership will be supported with integration into MTV digital series Phone Raiders, a 30-second linear promo, a thematic red carpet hit and a custom Snapchat lens.
“From instilling confidence as attendees get red carpet ready and delivering the evening’s best Last Looks with Orbit Gum to celebrating the ways that music unites people, with M&M’S sponsoring the viewer-selected Song of Summer award and a special performance by artist Stephen Sanchez, we are ecstatic to be playing a role in this cultural event that’s sure to be a night to remember,” said Gabrielle Wesley, CMO at Mars Wrigley North America.
In addition, Bacardi, a first-time VMAs partner—as well as the first spirits partner—is paying tribute to 50 years of hip-hop with an experiential Bacardi Vintage pop-up shop, including a limited-edition VMAs bottle and signature cocktails, a consumer sweepstakes and a 60-second custom creative that remixes iconic tracks saluting Bacardi over the decades, featuring Don Toliver and DJ Premier.
