Come as a clown, eat like a king.
In a fiercely competitive fast-food category, Burger King needed to turn Halloween into a global traffic-driving moment. With “It” making creepy clowns the costume of the year, the brand faced a once-in-a-lifetime opportunity: to play with the suddenly terrifying image of its rival’s mascot.
To turn the world’s scariest Halloween costume into the most irresistible invitation to eat like a King.
Introducing Scary Clown Night. On Halloween, Burger King invited anyone dressed as a clown to come in and claim a free Whopper. Launched with a horror-film chase featuring hundreds of creepy clowns, including one suspiciously familiar-looking rival mascot, the idea turned the year’s biggest fear into Burger King’s biggest Halloween invitation: Come as a clown, eat like a King.
