The Subservient Chicken is back to Burger King and there was no reason why it shouldn’t have made its second landing after the first one had been such a big hit. It still remains to be the most popular viral ad campaigns of all time however there is one problem this time; the fast food chain is going to have to do some work to find him.
The guy in the chicken suit made something more interactive out of the Internet and racked up more than a billion views way back in 2004. Now although Burger King has re-launched the famous subservientchicken.com website as part of the promotional campaign for its new chicken Big King sandwich, there is a very important element missing. As surprising as it might sound, it is true that the chicken will be absent. Burger King’s ad has been published in over 10 newspapers across the country and it says Have you seen this chicken?" However surprisingly, there is no mention of Burger King on the ads and this little suspense has been adding up to the high level of interest. A social campaign is going to follow up soon with the same question. ‘
According to Eric Hirschhorn, the chief marketing officer at Burger King, the fast food chain is going to post a 10-minute video that chronicles the chicken's life over the past decade and this will exactly be posted at 9 a.m. ET Wednesday. The 230 billion fast-food industry is in the midst of rising competition from all sides and this explains why Subservient Chicken campaign has to be brought back.
In this cut throat competition, companies have to spend millions on promotional campaigns in ways that consumers like. "The chicken will help us launch the Big King in a big way," says Hirschhorn. Although the campaign is hitched to the chicken's 10th anniversary, "He will stick around going forward," he says.