We launched the BurgerKing TenderCrisp Sandwich within the "Have it your way" brand message. To
show how customers really can have it their way with chicken, we created a large subservient chicken that
does almost anything anyone asks. Type commands, and tell the chicken what do. The chicken then does
what it is told. The chicken – much like the sandwich - satisfies everyone’s personal tastes and preferences,
no matter how unique.
 
15 million hits the first 5 days. Word spread completely virally. Eventually we added commercials and
easter egg commands to keep people talking and passing the site around.

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