We put up a high-profile billboard of the Spicy Chicken Sandwich and then hired firemen to rush in on their trucks and literally hose down the billboard. The board was located in the heart of downtown Seattle, next to the busiest highway and across the street from the region’s biggest sports arena.

Seattle sold 37% more Spicy Chicken Sandwiches than the average U.S. McDonald’s and is now ranked #1 in all of U.S. McDonald’s markets for Spicy Chicken Sandwich sales.