BTL: “THICK Training Centre: Open Wide!” Inside, “experts” helped commuters handle the new burger with “jaw massages” and “lip loosening exercises”. Then people shouted “MEGAAAA” while their mouths were measured with a coupon for a free THICK burger.TV: different funny billboards on specific scenes in almost all primetime slots, eg. Desperate Housewives “Your husband cheating on you is not THICK, what is really THICK is the Mega Angus XT“.RADIO: People sharing on-air funny stories of something THICK in their lives and voting online to select a winner.OOH: A parade of Smart cars as BIG hamburgers for greater brand visibility and billboards with ULTRA BIG hamburgers declaring: “Going crazy in traffic: that’s not THICK. Really THICK: the new Mega Angus XT from BK.” DIGITAL: “Historias Gruesas” (THICK STORIES.) What is the most amazing thing you can do? A website was created so people could post THICK stuff for fun.

We increased sales by 169%!!!Digital: 115,483,000 impressions – 1,321 new friends on “Historias Gruesas” website - 2,587photos uploaded in the site and 445 comments in only two weeks.More than 100,000 people went to the street training centres.

High PR and word of mouth impact in campaign visibility with tons of free press coverage.Brand awareness achieved the highest level in BK’s history and positioned the brand as cool and daring.

The most important business magazine, Expansión in Mexico, published this media strategy as a great study case.