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BURGER KING BRINGS BACK THE SUBSERVIENT CHICKEN

Burger King brings back the “Subservient Chicken” 10 years after it was first introduced by Crispin Porter + Bogusky. But he is subservient no more.



Burger King’s “Subservient Chicken” was probably one of the first great examples of what we now refer to as “viral” online advertising.

 

In 2004, the fast food brand’s Tendercrisp Sandwich launched with the “Have It Your Way” tagline and to demonstrate that customers really could have it their way, a microsite was set up by Crispin Porter + Bogusky and The Barbarian Group.

 

SubservientChicken.com featured a webcam pointing at a man in garters and a chicken suit who responded to people’s commands. Type in commands like ‘jump’ or ‘squat’ and it would. The site received 15 million hits in the first five days.

 

A decade later, the brand is bringing the chicken back in this new campaign from agencies Code + Theory, Horizon, and WPP's David. The revived campaign started with a missing poster that was posted on Twitter as well as published in the New York Times. Burger King is encouraging people to use the hashtag “#FindTheChicken” to promote the campaign.

 

The chicken was last spotted in the ring with @dustindiamond aka "Doble D." Never heard from again. #FindTheChicken pic.twitter.com/y1UxL0Q3hJ

— BurgerKing (@BurgerKing) April 30, 2014

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