The 2024 VMAs Make Burger King, Pepsi, and More Brands the Stars of the Show

Pepsi and Burger King Take Center Stage with Innovative Activations

The 2024 MTV Video Music Awards (VMAs) are set to be a star-studded affair, not only for musicians but also for major brands. Pepsi and Burger King have announced plans for major activations at the event, promising to make a lasting impression on attendees and viewers alike.

Pepsi, the longtime sponsor of the VMAs, is pulling out all the stops this year with a multi-faceted campaign. The beverage giant will host a pre-show party featuring live performances by up-and-coming artists, as well as a custom-designed "Pepsi House" on the red carpet. Pepsi will also unveil its latest advertising campaign during the show, featuring a star-studded cast and catchy new jingle.

Burger King, a newcomer to the VMA sponsorship scene, is making a bold statement with its planned activation. The fast-food chain will launch a limited-edition "VMA Whopper," a unique take on its signature burger. Burger King will also host a pop-up restaurant near the awards ceremony, offering free food to attendees.

Other Brands Join the VMA Extravaganza

Pepsi and Burger King are not the only brands looking to capitalize on the VMAs' star power. Other major companies have announced plans for activations, including:

• Spotify: The streaming music service will host a live listening party for the awards show, featuring exclusive content and interviews with artists.
• Paramount+: The streaming service will promote its upcoming series "Grease: Rise of the Pink Ladies" with a custom-designed "Grease Lightning" car on display at the VMAs.
• TikTok: The social media platform will partner with the VMAs to create exclusive content and engage with fans throughout the night.

The Rise of Branded Entertainment

The 2024 VMAs are a prime example of the growing trend of branded entertainment. Brands are increasingly looking to align themselves with major events and entertainment properties to reach new audiences and create memorable experiences. By partnering with the VMAs, Pepsi, Burger King, and other brands are hoping to tap into the show's massive popularity and generate positive associations with their products.

The VMAs have a long history of embracing branded entertainment. In 2021, TikTok became the first-ever presenting sponsor of the show, and in 2022, Meta (formerly Facebook) launched a custom-built "Metaverse Lounge" for attendees. As the line between entertainment and advertising continues to blur, expect to see more brands leveraging major events like the VMAs to connect with consumers.