The Subservient Chicken won't sell out

Burger King: Web chicken under radar
"Subservient Chicken" site will maintain low profile despite cult following, hamburger chain says.
May 11, 2004: 8:40 AM EDT

NEW YORK (Reuters) - Burger King, the world's No. 2 hamburger chain, is moving forward with plans to capitalize on the success of its offbeat "Subservient Chicken" Web site while making sure to keep its hero below the mainstream radar.



The chain, which is working to revitalize sales and promote its new TenderCrisp chicken sandwiches, launched the Web site April 7, creating a wave of Internet buzz and media attention overnight. A search for the phrase "subservient chicken" on Internet search engine Google, for instance, produces more than 40,000 results.

On the quirky site, an actor in a chicken costume takes commands from visitors to the site, reinforcing Burger King's "Have it Your Way" message without referencing the restaurant chain directly.

http://money.cnn.com/2004/05/11/news/midcaps/bk_chicken.reut/index.htm