In Brazil, Halloween is not a big deal. People do not engage and enjoy it as they do with Carnival, for example. So, our main objective was to change this scenery by creating a Halloween experience the Brazilian way, fun and full of memes, in order to be the most talked about brand in Brazil during this date.

In Brazil, Halloween is also known as the Witches’ Day. So, all over the country Burger King transformed its drive-thru into “Broom-Thru”, inviting everyone to get there on a broomstick, in order to get a free Whopper to enjoy Halloween.

The main target were young Brazilians. The kind of audience that loves to engage on communities both in real life and online, sharing crazy topics and memes on social media. The insight: in a country where Halloween is known as the Witches’ day, how would witches come to a drive-thru during Halloween?

So, we decided to invite people to take part in Halloween experience: a drive-thru made specially for witches. With a special challenge: people needed to show up on a broom.

We chose to “leak” a spoiler of the coming-soon activity. It engaged consumers immediately and ignited a conversation on social media platforms, creating a buzz in the previous weeks of the epic day. We also combined the spoiler with ads and influencers talking about the event.

The campaign started with a simple tweet, like a simple invitation in the beginning of the Halloween week. Brazilians went crazy with the idea on the internet, sharing and making it go viral in an organic way. Then we placed more ads on Instagram, Facebook, YouTube and Twitter until the Halloween day. The idea was to have even more people engaged in the conversation and getting ready for the big activation day, that happened in 198 cities all over Brazil.

It was the biggest campaign in the history of Burger King Brazil, with 5.3 billion impressions, trending topic on Twitter twice, the best weekend of the year in sales, 440% increase in broom search on the internet, more than 140.000 brooms on the streets and R$ 7.1 million in earned media. Social media readings show that consumers are already starting conversations to see what BK will prepare for Halloween 2021.