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.

Innovative Media

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.

Comment Stream

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2 years ago
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@justinpitlik I agree. They can expand to more people if they use Twitter or Facebook

2 years ago
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The ad was very creative and unique. That was cool to see them re vamp an old slogan, in the near future they should keep modernizing the same idea.

2 years ago
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if I were s marketing team I would start a Twitter trend. so the video and everything would pop up over everyone's newsfeed. -Sarah

2 years ago
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It is re-vamping an old model of advertising, just like chipotle did with the back to teh start

2 years ago
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@sarahsteph7 Yes, using twitter to get the website trending again on everyones newsfeed will get many peoples attention.

2 years ago
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Pi would make an app that lets you share what you out on your sandwich ADAM kody

2 years ago
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@sarahsteph7 I like that you wanted to start a trend

2 years ago
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The humor was enjoyable

2 years ago
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@sarahsteph7 I agree because then people have no choice but to acknowledge Burger King.

2 years ago
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This is similar to other campaigns where they really make you think about the company because you think about it every time you see the chicken.