Burger King just seriously improved on its classic paper crown by creating a real, bejeweled version for rapper Latto’s performance during the MTV VMA’s.
During her performance of “It’s Givin’,” Latto was seen wearing the crown, which included the BK logo and Latto’s 777 logos with crystal embellishments. It was designed by celebrity jeweler Laurel DeWitt, according to Adweek, who has created products for the likes of Beyonce and Lady Gaga.
👑 @Latto introduced this bejeweled, limited-edition @BurgerKing crown during a special @vmas performance of “It’s Givin.” https://t.co/rV6cOlGK2w pic.twitter.com/Gm8I712LHU
— ADWEEK (@Adweek) August 29, 2022
While the performance wasn’t actually a Burger King ad, Burger King tied itself into the performance, with branded lead-ups that referenced the crown motif.
https://www.youtube.com/watch?v=JIPRB0qN4F4
Now that the performance is over, the crown will be up for grabs in a raffle through the NTWRK streaming shopping platform. NTWRK has also done branded programs with Panera Bread/T-Pain, Cheetos/Bad Bunny and Machine Gun Kelly. The winner of the crown will be announced during a livestream event on Sept. 16, with proceeds from the drawing going toward the Save The Music Foundation, which helps fund music programs in school districts and local communities.
This isn’t the first glitzy fast food promotion. You might remember a few years ago when McDonald’s debuted a $10K ring made to look like a Big Mac. Back then, all you needed to do was enter on social media. Now, in a world where concert streaming is much more commonplace, and Zuckerberg is beckoning us into the Metaverse, having a giveaway tied into a virtual event is normal. Also, in the age of fast food meal deals with celebrities, this is a good way to stand out from the pack.
From a product perspective alone, this is a no-brainer. Burger King’s whole branding identity (even after toning itself down with new color schemes and retro vibes) is around royalty, and the paper crowns have always felt like a part of the Burger King experience. Why not show off the crown in all of its sparkling glory and, while you’re at it, turn it into a co-branded event, too?
It’s a lot easier on the eyes than that creepy King mascot.
