Why is Burger King offering nightmares to go with its new sandwich?
Burger King wants you to know that if you eat its new limited-edition sandwich, you are very likely to have a nightmare when you go to sleep. Yep, the number three burger chain believes that promoting a harmful effect associated with eating its new “Nightmare King” sandwich will make it more likely that you will, in fact, buy it.
The new sandwich comes with a quarter pound hamburger, a crispy chicken fillet, bacon and American cheese on a green, sesame seed bun. To substantiate its nightmare inducing bonafides, Burger King hired the Paramount Trials and Florida Sleep & Neuro Diagnostic Services and Goldforest Inc. to test the sandwich’s effects on 100 participants over 10 nights.
“According to previous studies, four percent of the population experiences nightmares in any given night” said Dr. Jose Gabriel Medina, a specialized somnologist and the study’s lead doctor. “But, after eating the Nightmare King, the data obtained from the study indicated that the incidence of nightmares increased by 3.5 times.”
Dr. Medina believes the combination of proteins and cheese in the Nightmare King led to “an interruption of the subjects’ REM (Rapid Eye Movement) cycles, during which we experience the majority of our dreams.”
So, what type of nightmares did Burger King’s new sandwich cause? One respondent reported aliens attacking a boat he was on. Another said a person’s head transformed into a snake.
- The Burger King Brand Creates a Halloween Sandwich Clinically Proven to Induce Nightmares – Burger King/Business Wire
DISCUSSION QUESTIONS: What do you think of Burger King’s approach to marketing its Nightmare King sandwich? Will the campaign prove successful or become a nightmare for Burger King?