NIGHTMARE AT BURGER KING
Last October, together with the prestigious advertising agency “Lola MullenLowe“, we participated in the “Halloween” campaign they designed for “Burger King Spain” under the title: “Nightmare at Burger King“.
The aim of the campaign was to give away a new burger, created for the event and called: “Nightmare King Burger“, to each person who managed to survive the journey through a passage of terror and whose slogan was: “A free burger has never been so expensive“.
A mini Passage of Terror was built at their premises on Gran Vía 69 in Madrid. The success was such that during the 6 days of promotion, more than 7000 people passed through, and the lines of public even went around all the buildings between Gran Vía, Plaza de España, Leganitos and Dr. Carracido streets, with the beginning and the end of the line coming together at certain times.
MPE‘s work consisted of advising on the construction and logistics of the Passage, design of the maze, lighting, sounds and effects, directing actors and supervising the maze during the campaign. The construction and decoration of the venue was carried out by the prestigious agency Cow Events Group.
The campaign, which was widely publicized in the media and social networks, was physically carried out from 26 to 31 October, both included, in the following schedule:
FRIDAY 26: 18:30 – 00:00
SATURDAY 27: 13:30 – 16:30 | 19:30 – 01:00
SUNDAY 28: 13:30 – 16:30 | 19:30 – 00:00
MONDAY 29: 18:30 – 00:00
TUESDAY 30: 18:30 – 00:00
WEDNESDAY 31ST: 17:30 – 02:00
THE JOURNEY:
We have 15 different profiles to make the attraction/show work properly.
- Four of them at street level
- Ten actors in charge of the inner workings.
- A security agent.
At the side entrance of the restaurant, with direct access to the route, 3 profiles were placed:
- A paramedic to give the safety speech.
- A queue and access organizer.
- A data collector, in charge of the registration and transfer of image rights of the participants.
At the main access door to the attraction/show 1 profile was placed:
- Responsible for explaining the activation.
As you walk down the restaurant’s stairs, another profile would greet the public:
- An actor, employed by Burger King, at the entrance of the attraction/show would explain the situation to be experienced in order to get the free burger.
COLLECTION:
Burger King has created a collection of limited edition ketchup packs for this Halloween with original artwork from an award-winning comic book artist.
The collection features original horror characters illustrated by the legendary Francesco Francavilla, a renowned artist who has worked for Marvel comics (Black Panther, Captain America, Hawkeye, X-Men), for DC (The Black Mirror, Swamp Thing) and Dark Horse.
PRESS RELEASE:
Burger King Spain presents ‘Nightmare at Burger King’ in a Passage of Terror in Gran Vía
25 OCTOBER, 2018 by EDITORIAL
The Nightmare Terror tour at Burger King®, located at Gran Via 69, will make us live a terrifying experience. It has been created by “Master Production Entertainment”, professionals recognized in the USA for their “Terror Orlando” on Church Street, Orlando/Florida, which have more than 30 years of experience.
From October 26th to 31st (both included) you will be able to enjoy a chilling experience, in the company of more than 10 evil spirits, from the hand of Lola Mullen-lowe.
Survivors of Nightmare at Burger King can enjoy a free Nightmare King burger at the end of the tour, a burger with a distinctive green bread, with a unique combination of proteins that increases by 3.5 times the chances of having nightmares.
For the first time, Burger King® Spain completely transforms one of its establishments into a House of Terror, a terrifying experience that allows the bravest to pay for the burger with scares. The House of Terror, located in Madrid’s Gran Vía, will be open to the public from October 26th to 31st (both included) and will be accessible free of charge.
THE STORY:
Madrid’s Gran Vía was built as a main avenue linking the city’s neighbourhoods. During its construction, there were numerous reports of strange nocturnal apparitions that were repeated every October 31st of each year. The aim was to exploit that climate of mystery, which witnesses said was that different ghosts supposedly reappeared at night in the darkest part of the underground, the metro. A great labyrinth of underground tunnels that hide a long history of accidental deaths, homicides and ghost stations that give rise to unexplained phenomena that have disappeared until now.
The story tells of the present day excavations on Gran Via, where a large number of evil spirits have been released. They have gathered in the basement of the Burger King® restaurant, creating ‘Nightmare at Burger King®’, a house of creepy terror where, if you survive their journey, you can finally taste the terrifying green burger, Nightmare King, as a reward.
The establishment will be decorated outside and inside, transforming this restaurant into an authentic House of Terror. The ground floor will be transformed into a real horror, a dark maze full of terrifying scenes, where the worst nightmares of Burger King® are brought together with 10 terrifying characters.
Participants who survive this experience will get the Nightmare King burger for free. The burger, which retains the classic grilled flavor, is visually appealing with its green bread and offers a new protein combination that, according to a clinical study conducted for the company, increases the chances of having nightmares by 3.5 times.
In addition, so that the participants can remember the experience, they will receive a photograph taken in the House of Terror that will be sent via email. A terrifying plan that will transform this Halloween into a real nightmare, only suitable for people over 8 years of age.
TECHNICAL DATA SHEET
Agency: Lola Mullen-lowe
Advertiser: Burger King
Sector: Food
Brand: Burger King
Campaign: Nightmare at Burger King
Customer contact: Bianca Shen, Yvette Altet, Lucia Giron and Andrea Pou
General Creative Directors: Fred Bosch and Fabio Brigido
Executive Creative Director: Pancho Cassis
Editors: Alex Sánchez
Art Director: Aida Pozuelo
Account team: Carlos Solchaga, Ana Pozuelo and Adriana González
Consultant and design of the labyrinth: Ignacio Brieva (mpe-europe)
Construction of the labyrinth: Cow Events Group.
OUR VICTIMS:
