Burger King, one of the top three fast food chains in the U.S. with more than 11,000 stores worldwide (including mainland China), launched a first-of-its-kind interactive online video game, "Subservient Chicken" (subservientchicken. com), to promote its new chicken nugget menu. com) to promote the new chicken nuggets menu.
The "obedient chicken" interactive advertisement is extremely simple: a video window with a human-sized chicken standing in front of it and an input field underneath for the participant to enter English words. When you type a word, the chicken in the video window makes a corresponding movement.
For example, if you type "JUMP", the chick will flap its wings and jump in place. Type in "RUN" and the chicken will run around the house. Even when you input the word that the chicken can not be expressed in body language, it will make a gesture to show that it does not understand, and so on.
The chicken that can do exactly what the netizens order is a perfect match with Burger King's package positioning - "Have it your way" (the sauces and sides in Burger King's burgers are chosen by the consumers themselves), and the corporate idea is thus conveyed to customers and potential customers in an interactive game. (The sauces and sides in the Burger King burger are all chosen by the consumer), the company's idea is thus conveyed to the customers and potential customers in the interactive game, without moving a muscle.
The interactive video started with just 20 people posting the Web site to their friends, and within a week of its launch, the site had received 15 to 20 million hits, with an average length of stay of six minutes per visit. Even the creators were surprised by the buzz, describing it as "completely out of control!"
The video game has a link to Burger King's website (which contains the latest Chicken Nugget Burger promotions), and a significant percentage of those who clicked on the video clicked through to the website to browse the information.