Burger King: Scary Clown Night

Fast food restaurant Burger King used Halloween to engage with customers across the globe in a campaign that trolled its competitor’s mascot, Ronald the clown.

The story behind the campaign


The ‘quick service restaurant’ category is a rough category to do well in. Players tend to focus their communication strategies on being present and driving traffic to their restaurants. In this context, keeping the conversation alive is key to remaining on top of mind.

For the last three years, Halloween has proven to be one of the best opportunities in which Burger King can stand out and make some noise, especially on social media and in the press. In 2017, we didn’t just come up with an epic idea but we also engaged with...

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