We created a double campaign, combining online, digital and social media.

Online banners led the audience to a minisite with a trivia game that was impossible to answer offering a free meal for the correct solvers. After having frustrated our potential consumers, we spread a rumour around the net about a potential breach in the trivia game site that allows the participants to outsmart the contest and win a free dessert. The rumour suggested that a simple change to the site's URL reveals the correct answers.

The rumour went viral through forums, blogs and social network groups for teens who shared it and helped their friends hack our campaign and win a dessert.- Over 25,000 coupons distributed.- The display campaign gained 80,000 views.- The Viral campaign gained 360,000+ mentions.- 20% increase in Burger Ranch sales.