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Burger King launched its Subservient Chicken’ marketing campaign. The company wanted to introduce its TenderCrisp chicken sandwich by letting people know they can have chicken in any form. Burger King is renowned for its burgers but it wanted to expand its market share. The video featured a chicken in garters. This chicken would follow every command the audience gave. This marketing campaign was a hit among bloggers because Burger King’s had put in place a technology that allowed them to type in all kinds of commands. Users found the responses interesting. The chicken was watching TV, doing jumping jacks and push-ups and dancing. Burger King wanted users to know they had freedom to choose. The site got a million hits on the initial day and in a week there were 20 million views.
The campaign was a success because it was unique. Users got an opportunity to interact with the campaign. Burger King exploited technology to reach people in their 20s who enjoy interacting with technology. People love to have the power to choose and this ad campaign made it seem possible. The campaign made them believe that they can have chicken any way they want it and this made it one of the top effective viral marketing campaigns.