Burger King „What is Black?“

We devised and implemented an online mystery campaign to accompany the launch of Burger King’s Halloween Whopper.

The Challenge

Burger King’s black-bunned Halloween Whopper looks pretty creepy on first sight. When the black burger was launched in Japan in 2014, it became a worldwide topic of conversation. Halloween 2015 saw the Whopper arrive in Austria – for a limited time only. The market launch was to be a real bombshell. Our task: Conceptualise and implement an online campaign leading up to the big day that would create buzz without showing the burger itself.

Our Service

We launched the mystery campaign “What is Black?” from scratch. At its centre was the landing page www.WhatIsBlack.at, counting down the seconds until the Halloween Whopper’s launch. The twist: Visitors had no idea what would happen once the countdown ran out, piquing their interest. There were also seven links to social networks on the page: From Facebook to Spotify to Snapchat, each network offered tailor-made #WhatIsBlack content.


Facebook, Twitter, Spotify, Pinterest, Instagram, Snapchat, WhatsApp: On each of these platforms, we created a “What is Black?” account and posted content to pique people’s interest. On Instagram, we published beautiful pictures of black motives; on Pinterest, we created several boards with black objects, animals, and similar, and on Spotify, we filled a playlist with songs containing the term “black”. We achieved 300,000 impressions overall on Facebook, and another 133,000 on Twitter.

In addition, our “Black Force” was active all over Austria – promoters in black morphsuits handing out flyers and posing for photographs but strictly instructed not to say a word about what was behind #WhatIsBlack. This led to a lot of attention on site; in addition, users could follow the Black Force’s adventures via short videos and photos on Snapchat.

We pursued an innovative content strategy via branded content. We had posts published on the satirical website "Die Tagespresse" and the Facebook page “Unnützes Wissen”, leading to tens of thousands additional views.  

At Google Play, curious fans could find a little gem: A #WhatIsBlack app could be downloaded – it also displayed the countdown.

On D-day, the big reveal: Burger King’s creepily delicious Halloween Whopper was behind the campaign – THIS is Black! The Facebook post revealing the secret had a reach of 200,000. The traffic on Burger King’s website rose by almost 400% that day.

Contact Us