In the U.S., Halloween is a massive cultural holiday. Millions of people love to visit haunted themed attractions like haunted houses, haunted corn mazes, and abandoned buildings every year during the month of October. So by turning our competitors’ abandoned restaurants into scary destinations where people could go to score a free flame-grilled Whopper, we were able to capitalize on a holiday activity people are participating in and make Burger King top-of-mind during this time.