A cheat code must be entered at the 'press start' screen of the game in order to unlock the event. The cheat code sequence for console releases is Up, Down, Up, Down, Left, Right, Left, Right.
Typing the cheat code 'burgerking' at the 'click to continue' screen for the PC release will unlock the Burger King Challenge.
The event mostly takes place along Highway 201 in Downtown Rockport. Players start in Point Camden and end in Downtown Rosewood. Players are required to drive the BMW M3 GTR GT from the career mode for this event.