Burger King is encouraging consumers to become amateur ghost hunters with the app integration timed for Halloween. The campaign could appeal to people who enjoy reality shows and movies that depict paranormal sleuths trying to make contact with the dead, or those who are simply looking for a different type of at-home activity for the fall season.
The ghost detector itself purports to track electromagnetic field activity, a common tactic among seasoned hunters (though one that’s drawn plenty of skepticism). Burger King could generate stronger engagement for the mobile tech by tying it to rewards for a limited-time Whopper that comes on an orange bun evoking pumpkins and autumnal hues. The spicy take on the Whopper hit restaurants nationwide Oct. 10, while the ghost detector and exclusive offer for Royal Perks members runs Oct. 17-31.
