Halloween is an important date for Burger King. Last year, we needed to create an activation to connect, in a meaningful way, with one of our most important target demographics: teens.

We hired a top theme park designer to help turn our most iconic restaurant into a house of horrors.

Only the brave who finished the maze got their free sandwich. Then, for the first time, the on-ride photos were turned into a press and outdoor campaign. Updated every day with new executions to invite people to the attraction.

We implemented the house of horrors during Halloween week. More than 7000 people waited in line for hours over 5 days.

It was Halloween’s most visited attraction in Madrid. Restaurant traffic increased by 25% and total sales increased by 12.4%.