Burger King: Subservient Chicken
Burger King's "Subservient Chicken" campaign was created to promote the "Have it Your Way" slogan which allowed customization of the TenderCrispChicken sandwich to center on the idea that customers would order the chicken sandwich any way they liked in hopes to gain market share in the chicken category.
What made this campaign/site so successful was the execution of the site where visitors saw the chicken mascot in the middle of a sparsely decorated living room which was meant to mimic a live webcam which fooled visitors. Instead, it was pre-filmed and coded to respond in different ways the visitors would command it like the moonwalk, turn off the lights, or jump rope.
Embedded in Pop Culture
Burger King said the campaign not only engaged visitors to spend an average of six to seven minutes on the site, but it became a pop culture favorite. The chicken even served as host for Fox's Sunday night lineup, appearing briefly before and after shows in promos and commercials. The "Subservient Chicken" site, which was brought back in 2014, was a success which garnered about 14 million unique visitors and 396 million hits to this date.
Impact on Future Campaigns
This type of marketing was the first kind of interactive marketing of the century that went way beyond the small community of advertising and got real people to play and interact wit ha brand which showed that a marketer could do something fun and communicate a point of view without the use of Tv or print ads. After the success of the Subservient Chicken, Burger King used the character in several subsequent advertising campaigns and other copycats were produced since, but not as successful as this one.