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BK Wants to Give You Literal Nightmares
By: Adweek
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Burger King loves to experiment with weird burger buns—usually featuring an unnatural color. Today, the chain has unveiled a new burger, the Nightmare King, featuring a green bun just in time for Halloween, but this time there’s a new twist on the unusual bun gag: The company is looking to make good on its nightmare claim using science to figure out if eating this burger will actually make you more likely to have a nightmare.

The chain, along with creative shop David Miami, conducted a sleep study in partnership with the Paramount Trials as well as the Florida Sleep and Neuro Diagnostic Services to find out just how scary its new burger is (because we fear burgers this time of year?). Using 100 participants for 10 nights Burger King asked participants to eat its burger and then tracked their heart rate, brain activity and breath.

“According to previous studies, 4 percent of the population experiences nightmares in any given night,” said Dr. Jose Gabriel Medina, the somnologist and lead doctor behind the study, in a statement. “But, after eating the Nightmare King, the data obtained from the study indicated that the incidence of nightmares increased by 3.5 times.”

A representative for the company said the study, doctor and people featured in the study are real.

Apparently the burger, which has beef, chicken, American cheese, bacon, mayonnaise and onions on the aforementioned green bun, has a protein and cheese combination that can cause “an interruption of the subjects’ REM (Rapid Eye Movement) cycles, during which we experience the majority of our dreams,” noted Medina.


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