We wanted to create an impossible-to-ignore online buzz for Burger Ranch, Israel’s leading hamburger chain, around its special Combina meal, and to get customers playing the game online.The Insight:“Combina” is a highly appreciated Israeli phrase which means “successfully outsmarting the system.” We created a double campaign, leveraging online, digital and social media. Banners led to online trivia questions that were impossible to answer, and another campaign went viral with rumours of a breach in the trivia game site. With a loophole provided, a simple switch in the URL got users the outcome they desired, plus a free meal.