Thursday, October 18, 2018

Burger King promises its new burger will give you nightmares

Does what you eat affect your dreams?

Burger King is promising a night of spooky entertainment—in your dreams—with its latest burger, the Nightmare King, which features a bright green bun. The promotion, just in time for the Halloween season, is backed by science.

Adweek wrote:

The chain, along with creative shop David Miami, conducted a sleep study in partnership with the Paramount Trials as well as the Florida Sleep and Neuro Diagnostic Services to find out just how scary its new burger is (because we fear burgers this time of year?). Using 100 participants for 10 nights Burger King asked participants to eat its burger and then tracked their heart rate, brain activity and breath.

“According to previous studies, 4 percent of the population experiences nightmares in any given night,” said Dr. Jose Gabriel Medina, the somnologist and lead doctor behind the study, in a statement. “But, after eating the Nightmare King, the data obtained from the study indicated that the incidence of nightmares increased by 3.5 times.”

Trick or treat? Burger King promises the scientists and the people who participated in the sleep study are real.

Burger King promoted the stunt with a video:

This isn’t the first time Burger King has created a wild burger with a neon-colored bun.

New York Daily News reported:

In the spring of 2016, the Angriest Whopper — boasting a bright red bun — was rolled out for a limited time. The sandwich was loaded with a beef patty, bacon, cheese, lettuce, tomatoes, crispy onions, jalapeños, mayonnaise and spicy sauce between a fire-tinged bun with hot sauce baked into it.

Does anyone want to actually eat a burger that will give them nightmares? Some remember other, more physical, side effects of eating Burger King’s mystery creations.

New York Daily News wrote:

Back in 2015, the burger brand offered a Halloween Whopper with a black bun colored with A.1. Sauce that reportedly turned patrons’ poop bright green when consumed.

Burger King declined to comment on whether the new seasonal special — called the Nightmare King — is likely to inspire this unwanted side effect. But the chain did reveal that the green bun is made with “all natural coloring from watermelons.”

As for the Nightmare King, some seem willing to give it a shot:

Others weren’t so enthusiastic:

[RELATED: Earn recognition for your videos and visual designs that captivated audiences.]

Here are three takeaways from Burger King’s bold move:

1. Embrace video. The idea behind promoting a burger that gives people nightmares, complete with a sleep study to prove it, is a lot for an audience to take in. However, video can help deliver everything your audience needs to know. By sharing the news in a video, Burger King could demonstrate that the sleep scientists were real people while using dramatic music to set a spooky mood. Without these stylistic touches, audiences might have been turned off by a burger promising to ruin their sleep.

2. Find your voice. The whacky bun isn’t a gross departure for Burger King’s brand managers. Burger King has been developing outlandish creations and technicolor buns for years. The move is an excellent reminder for communicators that the difference between being bold and crossing the line is all a matter of context and your brand’s history.

3. Make your content tweetable. When executing a stunt, make sure your accompanying material can be shared on Twitter. The platform has become an essential place for users to share viral content and talk about current events. While Burger King’s YouTube video was a great success, a reformatted, shorter version might have been a great addition when shared from its Twitter handle.

What do you think of Burger King’s latest promotion, PR Daily readers?



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