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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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.

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Excerpts Contd...

Initial Reactions

Experts commended Burger King for launching the Subservient Chicken marketing campaign, which they said, was innovative and interactive and would give the company an edge over its competitors. They also appreciated the fact that the campaign had increased the visibility of Burger King among its target consumers...

The Results

The viral website was well received, by and large, by the target market. In the first five days, it reported nearly 15 million hits. The average time spent by a user on the website was 5 minutes and 44 seconds, according to the company...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Looking Ahead

Some experts pointed out that though the Subservient Chicken campaign had helped increase the visibility of Burger King and garnered some sales, the company had failed to overtake McDonald's in terms of sales. Between 2003 and 2008, Burger King's sales grew by 15 percent while McDonald's sales grew by 36 percent despite Burger King having spent US$ 21.7 million on ads per point and McDonald's US$ 22.6 million...


Exhibit I: Burger King's Financial Summary: 2004-2008
Exhibit II: A Note on the US Fast Food Industry
Exhibit III: Old and New Logo of Burger King
Exhibit IV: Burger King: Managing its Franchisees
Exhibit V: A Snapshot of the Subservient Chicken Website
Exhibit VI: A Snapshot of the ChickenFight.com Website
Exhibit VII: Print Ad of the Subservient Chicken Campaign
Exhibit VIII: List of Awards and Recognition for 'Subservient Chicken' Campaign

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