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Transmedia Marketing by Anne Zeiser

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CHAPTER 28 Interactive Content and Marketing

In 2004, Burger King quietly seeded subservientchicken.com (conceived by Crispin Porter + Bogusky) among select audiences. On the site, a man in a chicken costume performed more than 300 commands that audiences typed into a field—from blow your nose to dance the Riverdance—using pre-recorded footage that mimicked an interactive Webcam. The chicken metaphorically acted out the tagline for Burger King’s new Tender Crisp sandwich, “Get chicken just the way you like it.”

When told to perform sex acts, take off his mask, or do anything the Subservient Chicken considered offensive, he shook a scolding chicken finger into the camera. When told to eat food from rival McDonald’s, he placed his finger down his ...

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