Burger King's 'Subservient Chicken' Marketing Campaign
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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
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"There's nothing like experiencing the success of
something like this [Subservient Chicken Campaign] to give you a true
appreciation of viral marketing."
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- 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."
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- Lisa Bradner, principal analyst at Forrester Research Inc3, in 2009.
Happy Fifth Birthday, Subservient Chicken!
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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.
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Burger King's 'Subservient Chicken' Marketing Campaign
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