Top 10 Viral Marketing campaigns… #4
This blog entry was posted on October 10, 2008.
#4 The Burger King Subservient Chicken (2004). “Get chicken just the way you like it” is the tagline that greets visitors on the Burger King Subservient Chicken website. This is an elaborate interactive video-based site that allowed people to type in commands that controls the chicken.
Creative: Burger King was looking for advertising that was edgy and cool. Visitors will find a person in a chicken suit, standing in the middle of what looks to be a somewhat low budget looking living room. Start off by typing “riverdance” or “throw pillows.” The chicken has a repertoire of about 300 actions, each triggered by the entry of one or more words programmed into its “vocabulary.” Try “moonwalk”, “lay egg”, “elephant”, “walk like an Egyptian”, “shake that booty” or “do the YMCA”.
Marketing Objective: The target is for young adults in their 20s and 30s. These are people that are very Internet savvy,” says Blake Lewis, a spokesman for Burger King. “They are very active. They may not mirror a lot of the traditional TV, newspaper or radio consumption patterns that older adults have come to adopt.” This project was a collaboration of the agency Crispin Porter, Bogusky and the Barbarian Group.
Results: This is quite possibly the most successful marketing website of all time. According to the Barbarian Group the website had over one hundred million unique visitors. Sales of Burger King’s chicken sandwiches doubled in a matter of weeks of the website going online. The website was launched in true viral fashion… only 20 people were told about it and all were friends of people who worked at the ad agency. In the first year The “Subservient Chicken” website was visited by about 14 million unique visitors and the average visitor spent six minutes commanding the chicken.
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- Top 10 Viral Marketing campaigns… #5
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