Burger King is gearing up for Halloween with a creative and spooky campaign that draws inspiration from TikTok horror trends. The fast-food chain, in collaboration with Dentsu Creative, its social media agency, is aiming to resonate with Gen Z by tapping into their fascination with horror and Halloween.
The campaign features a 60-second horror short film directed by Wild Gift director Alfonso Gomez-Rejon, known for his work on horror films such as The Town That Dreaded Sundown and TV series like American Horror Story: Coven. The film combines elements of camp and eerie moments, capturing the essence of the season.
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The storyline begins with a young woman watching TV alone at home, with a familiar Burger King jingle playing in the background. Suddenly, she receives a creepy phone call from a blocked number, warning her that something is back and coming for her. What follows is a suspenseful and campy horror sequence, keeping viewers on the edge of their seats.
The campaign reintroduces Burger King’s Ghost Pepper Whopper, which made its debut the previous Halloween. To add a twist, they’ve introduced a new limited-time item, Ghost Pepper Chicken Fries, adding to the Halloween-themed menu offerings.
What sets this campaign apart is its interactive component. Visitors to thecall.bk.com can sign up to receive their own personalized phone call, similar to the one featured in the film. This interactive element is made possible through the integration of ElevenLab’s Text-to-Voice API and Twilio’s Communication API. Watch below:
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Bridget Jewell, the Executive Creative Director at Dentsu Creative’s Social Creative Lab, emphasized to Tim Nunn at AdAge, that the entire project, both the film and the personalized phone call, is designed with the audience in mind, aligning with Burger King’s “You Rule” positioning.
The creative team took a deep dive into TikTok horror trends to understand what resonates with Gen Z audiences. The result is a campaign that balances campy and eerie moments, striking a chord with viewers who appreciate a playful and suspenseful atmosphere.
The film expanded from a 30-second spot to a 60-second feature, and its eerie undertone, reminiscent of horror classics, creates a unique atmosphere. The key performance by Katherine Smith-Rodden, who according to AdAge, was selected from over 100 actresses who auditioned, brings authenticity to the scream queen character.
The campaign takes a page from Italian horror masters Dario Argento and Mario Bava for inspiration, with strong lighting sources, precise camera movements, and distinctive compositions that pay homage to the greats of the genre.
A unique touch is the use of a creepy music-box version of the “Whopper Whopper” jingle during the product reveal. It was actually recorded using a real music box, adding an eerie yet playful aspect to the campaign.
For Burger King, this campaign is a continuation of its legacy of Halloween-themed content, which has included unique menu items like black and green buns, a “ghost detector” feature on the BK app, and memorable stunts like dressing up as McDonald’s for Halloween.
Zahra Nurani, VP of Marketing Communications for Burger King North America, expressed the brand’s commitment to making the spooky season fun and memorable for its fans. The horror brand film represents a creative and engaging way to bring menu innovations to life.
While the 60-second horror film might seem more suited for TV, Jewell pointed out that the campaign is inherently social, with teasers, hosting, and amplification across various social platforms. This aligns with the Social Creative Lab’s approach, which goes beyond content and extends to creating experiences that start or end on social platforms.
The interactive component adds an extra layer of engagement and encourages users to share their experiences, expanding the campaign’s reach and impact. The use of AI technology in the campaign, particularly in creating personalized phone calls, provides a fun and brand-safe way for Burger King to experiment with this emerging technology.
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