In 2007, Burger King launched a viral marketing campaign that would take the internet by storm. The concept was simple yet unexpected: users could go to a website and type in commands, and a man in a chicken suit would follow those commands in real-time on their computer screen. The campaign was called "Subservient Chicken," and it quickly went viral, with over 20 million visits in just a week.
But what made the "Subservient Chicken" campaign so unique was the twist: the man in the chicken suit was actually Christopher Walken, the famous actor known for his distinctive voice and intense acting style. Walken had agreed to do the campaign as a favor to a friend who was a creative director at the ad agency behind the campaign.
The campaign was a massive success, generating huge amounts of buzz and engagement. It even won a prestigious Grand Prix award at the Cannes Lions International Advertising Festival. And it demonstrated the power of viral marketing and user-generated content, as users shared videos of themselves interacting with the "Subservient Chicken" on social media.
But what can we learn from the "Subservient Chicken" campaign about marketing and PR?
Firstly, it shows the power of viral marketing. By creating a campaign that was fun, interactive, and shareable, Burger King was able to generate huge amounts of buzz and engagement. The campaign was unexpected and attention-grabbing, which helped it to stand out in a crowded marketplace.
Secondly, it shows the importance of taking risks and thinking outside the box. The "Subservient Chicken" campaign was a departure from traditional advertising and PR, and it showed that sometimes the most effective campaigns are the ones that break the rules.
Finally, it shows the power of celebrity endorsements. By getting Christopher Walken to participate in the campaign, Burger King was able to generate even more buzz and engagement. Walken's involvement helped to add an extra layer of excitement and interest to the campaign, and it helped to drive more people to the website.
In conclusion, the "Subservient Chicken" campaign was a crazy and unexpected success, and it showed that sometimes the most effective marketing campaigns are the ones that take risks and think outside the box. By creating a fun and interactive campaign that was shareable and attention-grabbing, Burger King was able to generate huge amounts of buzz and engagement, and it helped to set the standard for viral marketing campaigns in the years to come.
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