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In all fairness, ghost clowns are probably scarier than Bloody Mary.
There is a variety of urban legends that involve standing in a dark bathroom, looking into a mirror and chanting a name multiple times. This will, according to legend, summon a ghost or spirit of some kind – or at Burger King in Sweden and Denmark, draw a certain fast-food clown.
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BKs in these nations are running a Halloween promotion that allows guests to summon a vision of Ronald McDonald, Business Insider reports. Certain locations have installed software in the bathrooms that can detect a certain phrase when customers speak it.
If customers say the phrase “canceled clown” three times, the software will dim the lights and play a visual effect on a screen that’s located behind the mirror, making it look like the clown has appeared.
“A few years ago, a particular clown got abruptly canceled from his long-standing job at a certain hamburger chain. This Halloween he is back, at Burger King’s restrooms in Sweden," a BK YouTube clip promoting the campaign explains. "Summon him and you might be rewarded.”
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While it’s unclear exactly what event the chain is referencing, McDonald's had company mascot Ronald McDonald keep a low profile in 2016 following a string of incidents in which people dressed as creepy clowns to harass local communities.