In 2004, Burger King found itself at a crossroads, burdened with a tarnished image and a reputation for subpar food quality. The company, having changed ownership multiple times, sought a radical transformation and entrusted its $350 million account to Crispin Porter & Bogusky (CP&B) with a mandate to reshape its brand identity.
Objective:
Burger King’s primary objective was to reposition its brand, with a particular emphasis on customization encapsulated by the tagline “Have it your way.” The strategic goal was to create a memorable and engaging campaign that would resonate with the target demographic, primarily the twenty-something market.
Strategy:
In an era dominated by traditional media and a burgeoning digital landscape, CP&B embarked on a bold strategy by prioritizing digital marketing over conventional channels. The result was the groundbreaking “Subservient Chicken” campaign, which capitalized on the concept of customization within a digital space. The interactive microsite allowed users to engage with a seemingly live, submissive chicken character through typed commands, creating an immersive experience that aligned seamlessly with Burger King’s promise of “Have it your way.”
Execution:
Known for their edgy and controversial work, CP&B collaborated with the production house Barbarian to bring the Subservient Chicken to life. The chicken, ostensibly responding to live commands, was, in reality, meticulously pre-recorded for more than 400 possible demands. This attention to detail and commitment to high production values contributed to the authenticity of the experience, captivating users and sparking widespread viral engagement.
There are more than three hundred commands that the Subservient Chicken responded to, including:
- Moonwalk
- Throw pillow
- Riverdance or Irish dance
- The “elephant”
- Tango
- Show teeth
- Be an airplane
- Shake your booty
- The Robot
- Lay egg
- Walk Like an Egyptian
- Yoga
- Sleep
- Rage
- Raise the roof
- Fall
- Can I eat you?
- Squat
- Peck Ground
- Travolta
- Fight
- Roshambo
- Read a book from his bookcase.
- Have a drink of water
- Blow your nose
- Barrel roll
- Begone or go away
- Jump rope
- Hide behind sofa
- Golf swing
- Try to do a headstand
- Hide
Results:
The Subservient Chicken microsite surpassed all expectations, garnering almost 400 million hits within a year. Users spent an average of six to seven minutes engaging with the brand, showcasing the campaign’s effectiveness in capturing and retaining the audience’s attention. The success extended beyond mere engagement metrics, with Burger King experiencing a tangible boost in sales that exceeded the growth of its arch-rival, McDonald’s, in 2004.
Impact on Brand Image:
The campaign’s most notable aspect was Burger King’s bold decision to take a leap of faith with a creative idea that featured neither products nor traditional branding. This demonstrated a willingness to step outside the comfort zone, a rarity in an industry often constrained by established norms. The Subservient Chicken campaign succeeded in capturing the imagination of millions, enabling users to playfully interact with the brand. This unique approach to marketing proved instrumental in the revival of Burger King’s image, positioning the brand as innovative and unafraid to challenge the status quo.
Legacy and Longevity:
Such was the monumental success of the Subservient Chicken campaign that Burger King decided to resurrect it in 2014 for its 10-year anniversary. The enduring popularity and impact of the campaign underscored its lasting influence on the brand’s identity and the broader marketing landscape.
Conclusion:
The Subservient Chicken campaign not only rejuvenated Burger King’s image but also laid the groundwork for a paradigm shift in digital marketing. By prioritizing creativity, engagement, and authenticity, Burger King and CP&B set a new standard for integrated marketing campaigns. The campaign’s lasting legacy serves as a testament to the power of taking creative risks and trusting in the expertise of agencies to achieve unprecedented results. In an industry often driven by best practices and guidelines, the Subservient Chicken campaign stands out as a testament to the transformative impact of embracing unconventional strategies.
Also Read: A Case Study on Pepsi: “Is Pepsi OK?” Campaign
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