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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. The average time spent on the site was an astounding 5 minutes and 44 seconds. Word spread completely virally. Once the site and chicken were seeded mainstream we added more branding, commercials and easter egg commands to keep people talking and passing the site around. The viral led to buzz, with more than 7,000,000 broadcast impressions.
Now with well over 450 million hits to Subservient Chicken and a significant increase in chicken sales that can be directly linked to the success of the site -- this site has showed how sucessful an advertiser can be when they entertain and let people discover the message and brand. |
