The Ultimate Stage for Music and Pop Culture

A QSR advertiser returned for its fifth year as a VMAs sponsor to spark buzz for its new drink item. The goal: to embed the brand into summer and music culture while driving interest in their new drink, particularly with Zillennials. What better way to do that then to showcase the new product in the hottest music event of the season?  

Bringing the Campaign to Life

To make a splash, Paramount teamed world-renowned choreographers Les Twins and music legend Sean Paul to reimagine the iconic summer music video, “Temperature”, featuring the brand’s new drink. The brand and its new product were immersed in all things VMAs. The sponsorship included a Video of the Year voting sponsorship, red carpet moment and social, in-show and on-the-ground presence, turning the product launch into a cultural moment.  

Refreshing Results, Cool Payoff

The campaign drove a major sales boost, especially among Zillennials. Overall sales lift of the drink surpassed QSR norms by 4x, and there was a +13% sales lift among A18-24. Viewers loved the Les Twins and Sean Paul collab, with nearly all viewers saying they were a good fit and that the sponsorship was a good idea. The brand’s longstanding partnership with VMAs continued to deliver, seeing the best performance in 5 years across 20 brand and creative metrics. No stage connects brands to music, summer, and pop culture like the VMAs, and the QSR brand and its new drink item stole the summer spotlight.