Through an innovative activation, the first drive-thru made especially for witches, Burger King created a Halloween experience the Brazilian way: fun and full of memes. And in doing so, Burger King reinforced its perception as “the” Halloween brand in Brazil and changed the perception of Brazilians about this date.

In Brazil, Halloween is not a big deal. People do not engage and enjoy it as they do with Carnival, for example. So, our main objective was to change this scenery by creating a Halloween experience the Brazilian way, fun and full of memes, in order to be the most talked about brand in Brazil during this date.

In Brazil, Halloween is also known as the Witches’ Day. So, all over the country Burger King transformed its drive-thru into “Broom-Thru”, inviting everyone to get there on a broomstick, in order to get a free Whopper to enjoy Halloween.

The main target were young Brazilians. So, we chose to create ads with a digital approach and run the campaign on the internet, using different platforms, since the audience loves to share crazy topics and memes on social media. And an activation like this seemed to have all the potential to engage consumers.

The campaign started with a simple tweet, like a simple invitation in the beginning of the Halloween week. Brazilians went crazy with the idea on the internet, sharing and making it go viral in an organic way. Then we placed more ads on Instagram, Facebook, YouTube and Twitter until the Halloween day. The idea was to have even more people engaged in the conversation and getting ready for the big activation day, that happened in 198 cities all over Brazil.

It was the biggest campaign in the history of Burger King Brazil, with 5.3 billion impressions, trending topic on Twitter twice, the best weekend of the year in sales, 440% increase in broom search on the internet, more than 140.000 brooms on the streets and R$ 7.1 million in earned media. Social media readings show that consumers are already starting conversations to see what BK will prepare for Halloween 2021.