On Halloween, it is extra funny to scare people. When Burger King launched their Halloween Meal we were asked to engage customers online and draw attention to the new Halloween Meal.

We created Paranormal Alert – a digital campaign that tricked visitors by asking them to track paranormal activity using a surveillance cam. They were then scared by an evil demon and their reactions were captured. Everyone who shared their reaction got a discount code sent directly to their mobile, as a friendly compensation.

Burger King wanted to reach young people in a fun way during an increasingly important holiday – Halloween. The phenomenon of "jump scares" is popular among young people. Websites, films and games with scary pranks are frequently used to set up friends, and the reactions are spread on YouTube.

But none of these jump scares film the reaction automatically. To better the chances of a viral spread in the target group, we built Paranormal Alert with this in mind. this was central, as the viral effect would be best if you could spread you own reaction film.

Paranormal Alert had an immediate impact on the target group. In just two weeks, the site had 45,240 unique visitors, Burger King Sweden got 25,167 new likes and over one million people were reached by the viral spread on Facebook. And most importantly, sales increased by 8,5% compared to the same period for 2011. ROI = 618%