Thanks to David at BrandingBlog for the heads-up on Burger King's Subservient Chicken. This is really funny; go check it out. No wonder it got a million hits in the first 24 hours with no promotion. David asks:
Does this chicken advance the essence of Burger King's brand? Do you feel better or worse about BK because of this? My gut reaction is that this is a good thing for BK. Somehow I feel that I owe them something for the entertainment provided by the chicken. Is the chicken a "Free Prize Inside?"
My answer is yes to both questions. It's an entertaining and engaging way to reinforce their long-standing tag line, Have It Your Way. And it's a heck of a lot less expensive than a traditional TV campaign. We'll be seeing a lot more 'sponsored viral entertainment' (like the SkyHigh Airlines site we discussed a couple days ago) and a decrease in pushy propoganda.
You can read more at BusinessWeek Online: Faux Webcam Becomes Real Branding Success.