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The Nightmare King - Case Study

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Can a burger cause nightmares? That’s what we asked ourselves when Burger King was set to launch a burger called Monster King for Halloween 2018. With a quarter pound beef patty, chicken, bacon, cheese and a green bun, The Nightmare Kin had all the ingredients to mess with people’s dreams. So, we decided to turn to science and find out if this burger could actually induce nightmares.

So, we partnered with a Sleep & Neuro center to conduct a Polysomnograph (A.K.A. a sleep study) led by Sleep Specialist and Somnologist Dr. Gabriel Medina. We invited over 100 patients to try the burger and then tracked them over the night. After 10 days of research the data was compiled, correlated and analyzed, and the conclusion was there: “The Nightmare King can increase nightmares by 3.5x times’’. And so, we renamed the product for Nightmare King and created an entire campaign daring people to try it and Feed their Nightmares.

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