Burger King's 'Subservient Chicken' Marketing Campaign
|
|
ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG233
Case Length : 23 Pages
Period : 2003-2009
Pub Date : 2009
Teaching Note :Not Available Organization : Burger King Corporation
Industry : Fast Food
Countries : US
To download Burger King's 'Subservient Chicken' Marketing Campaign case study
(Case Code: MKTG233) click on the button below, and select the case from the list of available cases:
Price: For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info » How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Chat with us
Please leave your feedback
|
<< Previous
"There's nothing like experiencing the success of
something like this [Subservient Chicken Campaign] to give you a true
appreciation of viral marketing."
1
- Russ Klein, chief marketing officer, Burger King Corporation.
"[Subservient Chicken was a] buzzworthy campaign that got lots of attention, interest, and clickthroughs but didn't
raise chicken sales."
2
- Lisa Bradner, principal analyst at Forrester Research Inc3, in 2009.
Happy Fifth Birthday, Subservient Chicken!
On April 7, 2009, US-based fast food giant Burger King Corporation's (Burger King)
'Subservient Chicken' campaign turned five. Subservient Chicken was a viral marketing campaign launched on April 7, 2004, by Burger King to promote its TenderCrisp chicken sandwiches. The campaign featured a viral website
'www.subservientchicken.com' where a man dressed in a chicken suit waited in his living room, hoping for an order. Once a user typed in a command in the command bar, the chicken did everything from barking like a dog, mopping the floor, doing Michael Jackson's moon walk, to shaking his feathers, etc. When given a morally questionable command, the chicken came near the screen and wagged his finger in admonishment.
|
|
Burger King's 'Subservient Chicken' Marketing Campaign
- Next Page>>
|
|