Burger King is teaming up with MTV to launch a 75-second short film featuring Grammy-winning artist Sean Paul. The film will premiere during the live broadcast of the Video Music Awards (VMAs) on September 11.
This collaboration marks Burger King’s fifth consecutive year working with Paramount and MTV. However, it is the first time the company has introduced a product inspired by the VMAs. The new Frozen Pink Lemonade, described as a refreshing and sweet yet tart frozen drink, became available nationwide on August 29.
Pat O’Toole, Chief Marketing Officer for Burger King North America, expressed enthusiasm for the partnership. He stated, “We’re excited to be the frozen drink of the VMAs—a drink that’s just as cool and vibrant as the show itself. I can’t think of a better venue to showcase our new drink for music and BK fans alike.”
The short film, produced by Paramount Brand Studio, aims to highlight the drink’s refreshing qualities, making it a fitting choice for the high-energy atmosphere of the VMAs. In addition to Sean Paul, the film will feature the French dance duo Les Twins.
Dario Spina, Chief Marketing Officer of Paramount Brand Studio, noted, “We are always looking to create cultural moments during the VMAs for our partners. Burger King has been an incredible partner in achieving that goal year after year, and we can’t wait for fans to experience everything we have planned for one of music’s biggest nights.”
Sean Paul’s involvement adds significant star power to the campaign. He has been nominated for multiple VMAs in the past, including ‘Best Dance Video’ for his hit “Temperature” in 2006 and both ‘Best New Artist in a Video’ and ‘Best Dance Video’ for “Get Busy” in 2003.
To celebrate the launch, Burger King is hosting several promotional events. A “VMAs Block Party” will take place at Domino Park in Williamsburg, Brooklyn, on September 8, where fans can sample the new drink and receive co-branded giveaways.
Additionally, attendees at the VMAs can try the Frozen Pink Lemonade at a pop-up stand in New York’s UBS Arena before the show.
Royal Perks members can also enjoy a free small Frozen Pink Lemonade with any purchase of $1 or more through the Burger King app from August 29 to September 11.