What do you do when your competitor launches a promotion that is generating conversation? You turn it into an opportunity for your brand. For Halloween, Burger King invited consumers to show up dressed as clowns and receive a free Whopper. At KFC, we decided to double down: anyone who got a Whopper could bring it to KFC Plaza del Sol and exchange it for a Big Box. A real-time marketing action that turned a competitor’s promotion into a brand experience of our own, proving that sometimes you don’t need to start the conversation to win it