Burger King Brings The Subservient Chicken On Internet To Drive Sales

Burger King launched a viral marketing campaign for it’s TenderCrisp chicken sandwich through the internet, television and print campaigns. While all modes were successful, the ‘Subservient Chicken’ website became an astonishing success story and gained massive popularity amongst the online fraterinty. The interactive website had a man dressed up as a chicken and performing a wide range of actions based on user’s input justifying the Burger King Mantra – get chicken as you like it. This campaign was further extended to internet chatrooms to utilize the online social media user base and worked wonders to promote Burger King’s TenderCrisp chicken. Case Study