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Film Screening Used As Marketing Gimmick

Burger King had turned a horror movie into its biggest commercial.

Culture Compass
Culture Compass
GenderMale, Female
Age BracketTeens, Young Adults, Grown-ups

With the growth of collaboration cultures, brands can be seen working very closely with one another. The same product offering often calls for a close competition among the brands. The customer base is always divided between the two. The first one in the market always has a competitive edge. However, others know the customer’s requirements and can exactly work upon that along with creative marketing. And one brand that comes in the mind which sets a true example of creative marketing is none other than Burger King.

Mocking its biggest competitor’s tag line – I am loving ’IT’, Burger King used the IT movie reference and made its longest commercial. On the launch of the sequel movie – IT Chapter Two in a German theatre, Burger King created its biggest stunt for the screening’s audience. The movie opened with – “So you are loving ‘IT’, he is back”. The movie was being run as usual but just right before the credits, they again mocked their competitors by flashing a spotlight on a black screen saying “The moral is, never trust a clown.” with the Burger King logo.

References – Mad Over Marketing

Culture Compass
It was a bold move by Burger King, mocking a competitor's mascot and strategy but without taking the brand name. The collaboration between a movie screening and a food brand puts a creative spin to the advertising angle and gives Burger King a cheeky marketing win.


  • Popularity 10.0
  • Inventiveness 4.0
  • Engagement 5.0
  • Human Centricity 3.0

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