Halloween is important for Burger King Sweden, and every year Burger King the brief is pretty much the same - bring in customers during this week. This year we did not have any special offers.

But "cancel culture" is still thriving, and we haven't seen Ronald McDonald in a while.

One week before Halloween we teased about the rumor that,

"Ronald will appear if you say canceled clown three times in front of the mirror at a Burger King toilet" but we did not where.

It’s a play on the legendary game “Bloody Mary” where Mary is said to appear in a mirror when her name is chanted repeatedly. The legend of Bloody Mary emerged in the early 1960s as an adolescent party game and has proven a natural for adaptation into popular novels, stories, and movies and series like Paranormal Activity and X-files.

A few years ago, a particular clown got abruptly canceled from his long-standing job at a certain hamburger chain. This Halloween he is back– at Burger Kings toilets in Sweden. Burger King urges its customers to come to select establishments toilets across Sweden and call on the spirit of the now cancelled clown.

If you called upon him "Canceled Clown" three times a scary clown showed up in the mirror accompanied by sound and light effects. The idea is a play on the legendary game “Bloody Mary” where the ghost of Mary is said to appear in a mirror if you call on her three times.

Bring in customers to Burger King during Halloween.

Implementation: Voice recognition software detects if the phrase “canceled clown” has been repeated three times. If it does, a combination of sound, light and visual effects is played on a screen behind the two-way “smart mirror”.

Timeline: 25 - 31 okt - 2020

Placement and scale: 15 restaurants at Scandinavian Burger Kings

90+ activated mirror per restaurant*

26 million earned media**

89 written articles**

6 billion media impressions**

* Internal Burger King data

**Verizon Media