To ensure everyone heard about Burger King's new 40% less fat 30% less calorie Satisfries we changed the name to of the company to Fries King.
We changed stores, the TV ads, websites, employee shirts, cups, burger boxes, everything. A short time later we got to talk about the fries all over again when we changed it back to Burger King.

The number of impressions and news reports is semi riduculous and more importantly everyone knows about the new Satisfries.

There was so much press that it was hard to contain. People worked out what was happening but it didn't really matter. Every article mentioned the new fries and why they were so great.
Google 'Fries King' - you'll get the idea.
And we got to create lots of little shareable bits of content to keep the fun going.
Here are just a few.