Amazingly, we’ve probably all seen the big chicken circling the net. Burger King’s Subservient Chicken had a million hits in the first 24 hours. Mind you, that was BEFORE any ads appeared. A million hits driven by a meme. The entire idea was executed in less than two months from inception to taking the site live.
So, apart from the fun and interesting stuff, what’s the point of all this?
Keller said, “The Internet is largely untapped for branding purposes”, and that the idea was to get people talking about Burger King. But not just anyone: the main idea was to get plugged-in opinion leaders talking and spreading the message.