The Burger King Chicken – a Viral Marketing Lesson

Created for Miami Advertising Agency Crispin Porter and Bogusky by The Barbarian Group, the Subservient Chicken is viral marketing which promotes Burger King’s line of chicken sandwiches.

The campaign is based on a web site that features a person in a chicken costume. The actor performs a wide range of actions based on a users input, showing pre-recorded footage and appearing like an interactive webcam. This takes literally the advertising slogan Get chicken just the way you like it.

There are more than a hundred commands the chicken will respond to, including:

Michael Jackson dance moves such as: moonwalk River dance The elephant Lay an egg Walk like an Egyptian Yoga Rage Spank Taco Bell Fight

When told to do anything the Subservient Chicken thinks is offensive, like take off his mask, the chicken walks up to the camera and shakes a scolding chicken finger in disappointment. If he is told to eat food from rival fast food places like McDonalds he approaches the camera and places his finger down his throat but when told to eat Burger King he has a more positive response.

A successful viral campaign isnt always in good taste maybe thats what makes them so tasty.

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