Burger King searched the globe for the world's biggest fans of the Big Mac. Fans so crazy about it, they've even tattooed it on their bodies. We then invited these people to try the new Big King, a direct competitor to the Big Mac. Those who liked it could ink our sandwiches' signature grill marks on their old tattoo, transforming them into Big King tattoos. All these people are real (yes, there are people in the world with a Big Mac tattooed on their bodies) and so are all their reactions (yes, people aren't all that in love with a brand and if you give them a cool experience they'll dive in, no questions asked).