2. TheTenderCrispy Chicken Sandwich
• Burger King had never been the leader in chicken sandwiches, and until it
introduced theTenderCrispy Chicken Sandwich in March 2004
• It was first advertised using the Subservient Chicken character in a commercial
called the Subservient ChickenVest.
• The commercial was the first in a series of ads for the sandwich utilizing a line of
viral marketing promotions.
6. Subservient Chicken
• According to Brian Gies, they wanted to launch the product and make a splash
with a new product introduction in an unconventional way, but at the same time,
staying true to the brand promise (Have it your way).
• AWeb campaign was a logical place to explore the “Have it your way” strategy,
saysAndrew Keller, creative director at Burger King’s lead agency, Crispin Porter +
Bogusky in Miami, which oversaw creative development on the campaign.
• “Interactive media are a great place for us to be because that’s really the media
that most closely resembles what we’re trying to offer in store.”
• $350 million advertising budget to reshape its image.
• TheTenderCrisp Chicken Sandwich was introduced in stores on March 19.
7. Subservient Chicken
• The Web site, conceived and built by CP+B creatives, including interactive creative
director Jeff Benjamin, andThe Barbarian Group in Boston, went live April 8.
• The website, which served as the core of the campaign, featured a person wearing
a chicken costume who acted out whatever command was typed into the
command bar.
• If the chicken was asked to perform something inappropriate, impossible, or not
on the list, it simply approached the camera and wagged its finger in
admonishment.The overall effect was that the chicken seemed to be executing
commands live.
• On April 8, Benjamin E-mailed 20 people the website’s URL.Without any serious
promotion the website had registered more than one million hits by the end of the
day.
8. Crispin Porter + Bogusky
• It was founded in 1988 by Sam Crispin.
• Crispin became partners with Chuck Porter and Alex Bogusky
10. Target Market
• The ‘‘Subservient Chicken’’ campaign targeted 16- to 35-year-old males who were
engaged with ‘‘online nontraditional’’ advertising.
11. Results
• Though the privately held company declines to share specific sales returns on the
effort, BK marketing executives describe the campaign as “a success.”
• The “Subservient Chicken” site, has garnered about 14 million unique visitors and
396 million hits to date, a success which was a relief to the client.
• About a month after theTenderCrispy sandwich debuted, BK reported that sales
had steadily increased an average of 9 percent a week
Its Original Chicken Sandwich had lagged behind similar fast-food chain offerings, such as Wendy’s chicken sandwich.
In order to better compete, the company introduced a new TenderCrispy Chicken Sandwich that used a higher grade of meat, better batter and other improvements.
– McDonald's restaurants are found in 120 countries and territories around the world and serve 68 million customers each day.
– Wendy's was the world's third largest hamburger fast food chain with 6,500+ locations, following Burger King and McDonald’s
– KFC is the world's second-largest restaurant chain (as measured by sales) after McDonald’s, with almost 20,000 locations globally in 123 countries and territories.
Brian Gies – vp of marketing impact of Miami based burger king
For the Web site, creatives thought up about 400 commands and filmed an actor in a chicken suit acting them out, and then programmed them into the Web site to allow anything viewers typed in to get a response.
Jeff Benjamin, Crispin Porter + Bogusky’s interactive creative director, came up with the idea of the ‘‘Subservient Chicken’’ campaign.
He instructed his crew to film an actor wearing a chicken costume that had been designed by the Stan Winston Studio. The actor was instructed to perform more than 400 short actions. The filming took place inside the apartment of a friend of Benjamin’s that was furnished with only a modest lamp and two couches. ‘‘Our approach has always been, ‘Follow the work,’ ’’ Crispin Porter + Bogusky’s Jeff Steinhour told Fast Company. ‘‘Meaning if ever you’re in doubt about a decision, simply ask whether it’s going to make the work better.’’
More than 400 commands had been filmed by Crispin Porter + Bogusky beforehand to correspond to possible commands. The website had the feel of a webcam, suggesting that the chicken was standing inside an apartment just waiting to act out the visitor’s next prompt.
Anytime of the day kahit anong itype mo dun sa command bar gagawin nya
Male because sila yung hindi masyado kumakain nung burger.
BK’s Smith says the campaign not only engaged visitors to spend an average of six to seven minutes on the site, but it became a pop culture favorite. The chicken even served as host for Fox’s Sunday night lineup, appearing briefly before and after shows in promos.
