Summon the King

To generate interest around Halloween, Burger King launched a campaign in Puerto Rico centered on the legend of a haunted restaurant. They collaborated with a popular ghost-hunting podcast duo to document an investigation of the location, and encouraged customers to visit closed Burger King locations to perform a ritual, saying "Burger King" three times, in order to receive a free Whopper. The campaign used billboards and TV spots to drive traffic to these closed locations, resulting in an immersive experience where the stores were reopened for the promotion. The campaign successfully turned previously closed restaurants into the busiest locations in town within just two nights.