In leading up to the VMA, Taco Bell had a themed meal box which allowed diners to access exclusive content via QR codes.

Taco Bell is a top-line sponsor for MTV’s Video Music Awards. In leading up to the big event on Sunday, the popular U.S. fast food chain has been running the ‘Big Box Remixed’ promotion. The themed meal box allows diners to access exclusive content via QR codes, which includes behind the scene footage,  artist interviews, sneak peeks and performances.

Taco Bell wasn’t the only VMA sponsor to utilize cross-platform integration. Apple ran a 10-second graphic overlay during performances by Adele and Lil Wayne to point viewers to download their songs on iTunes. While Verizon sponsored ‘All Access Live’ app which allowed fans to see aggregated conversations that were taking place during the show. Even Sharpie appeared as a product placement during the pre-show, where it was shown being used by the set designer Scott Story.

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