We created a photo-booth stunt to surprise people having their picture taken, by giving them a fun, take-home “photo souvenir” in which they appeared dressed as a Mexican with a sombrero. The photo-booths were located in malls near to Burger King restaurants so people could go in and trial the next burger right away; or take home the photo and spread the news virally by giving the photo as a gift to a friend.

The photo booth stunt and take-home “photo souvenir” created an immediate buzz in the shopping malls and beyond, due to the "souvenir" mechanism. On a very small budget, we created a lot of positive noise for the product and this led to a large increase in sales. Due to its success, Burger King decided to roll-out the promotion nationwide.