A Bite of BK’s Nightmare King Burger and Aliens May Chase You Through Your Dreams

Posted on by Patty Odell

Can a burger give you nightmares? Burger King says yes—particularly if it comes with a ghoulish green bun and fillings that would make anyone howl in the night.

Nightmare KingBK’s Nightmare King burger is its Halloween trick or treat for customers. But BK says this is no joke, claiming that through its partnership with Paramount Trials and Florida Sleep & Neuro Diagnostic Services and Goldforest Inc., a scientific study was conducted over 10 nights with 100 participants (or should we say victims?) who ate the Nightmare King before they went to bed.

“By tracking various signals from the sleeping subjects including their heart rate, brain activity and breath, a group of doctors and scientists identified whether the individuals had vivid dreams,” BK says. The King claims the data indicated that the incidence of nightmares increased by 3.5 times.

Sleep subjects reported people transforming into snakes and aliens attacking boats they were on.


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The spooky sandwich features a quarter pound of flame-grilled beef, a white meat crispy chicken fillet, melted American cheese, thick-cut bacon, creamy mayonnaise and onions on a glazed green sesame seed bun.

To boost your incidence of nightmares, the Nightmare King will be available Oct. 22 as long as supplies last.

BK joins plenty of other brands staging Halloween campaigns, including Bacardi who put a twist on the ol’ standard cocktail recipe video with a splash of ghastly frights.

The video, “Barcardi: The Zombie” is Bacardi’s way of sharing some fun cocktail recipes for Halloween, while at the same time promoting two of its brands—Bacardi Superior and Bacardi Black, both ingredients in the cocktail. The film is reminiscent of old school horror flicks and draws inspiration from classics like The Shining, The Ring, Saw and Psycho.

“Halloween is the second biggest night out in U.S. after New Year’s Eve and we wanted to do something different just to have fun,” says Bacardi’s Director of Creative Excellence Laila Mignoni. Bacardi launched the campaign in September as a way to keep pace with consumers beginning searches for drinks and food items to celebrate Halloween.

As for that green burger? Fangs, but no fangs.

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by Patty Odell

Damon Swenson, Brand Activation Manager at Dr Pepper, on crafting a retail program using custom labels tied to Millennials’ passion points and lifestyle interests like fashion, music and pop-culture. He presented his case study at Marketing to Millennials 2017.



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