What do killer clowns and burgers have in common? Well the first thing that comes to mind is that McDonald’s mascot is the world famous Ronald McDonald  the second is that rival chain Burger King found a way to turn the cinema adaptation  of  Stephen King’s hit novel “IT” into a commercial. How did they do that?

At the end of the over 2 hours premiere in Germany on September 27, the spectators saw a message appear on the screen right before the end credits and that read “The moral is: never trust a clown” The stunt, which was called “clownapping”, is undoubtedly one of the most humorous examples of guerrilla marketing / comparative advertising ever done in recent years!