Every Halloween, people in the U.S. seek out scary places to get their thrills and chills. Unfortunately, many of the expected Halloween attractions weren’t operational in 2020 due to COVID-19, but our Gen-Z and Millennial target were still looking to get their “spooky szn” vibes. So we gave them something scary to do by daring them to visit the “Scariest Places” on earth—a.k.a. our competitors’ abandoned restaurants where flame-grilling never occurred. Those who dared to get within 300 ft. of a location would receive a treat in the form of a free flame-grilled Whopper in the BK App—no tricks.