Sunday, July 10, 2011
Subservient Chicken - Burger King
Viral marketing campaigns are an amazing way to generate a huge amount of buzz and brand awareness whether they are carried out online or offline.
Subservient Chicken (Burger King)
This website launched in 2004 and racking up an amazing 46 million views in the first week Subservient Chicken is deserving of a place on any viral marketing list.
The site, at subservientchicken.com, features a chicken-suit-garbed human embodying the classic BK tagline, “Have it your way.” In a nod to adult “cam” sites, users type in commands and the bird obeys. Visitors are eating it up — and, Burger King hopes, consuming large quantities of its TenderCrisp chicken sandwich as well. The site is part of an integrated campaign for the new product.
“It was important to us to get to the elusive adults in their early twenties and thirties, the 18- to 34-year-old men, the so-called missing men who aren’t watching TV,” said Blake Lewis, a spokesperson for Burger King, which is controlled by Texas Pacific Group. “This audience embraces the Internet.” Lewis said the site got 46 million visits between its launch Wednesday, April 7 and the following Wednesday.