When Dentsu Creative, Burger King’s social media agency, began brainstorming Halloween ideas for the chain this year, it first looked to TikTok to see what kinds of horror content Gen Z is seeking out these days.
“It’s the M3gan dance. It’s Mia Goth screaming ‘I’m a star!’ from ‘Pearl.’ It’s those super campy moments, which became a north star of inspiration—like, oh my gosh, that’s something that sticks that we can jump on,” said Andrew Pattee, associate creative director at Dentsu Creative’s Social Creative Lab.