March 2012
Beginner
224 pages
7h 6m
English
Content preview from How 30 Great Ads Were MadeBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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04/
Burger King
Subservient Chicken
Crispin Porter + Bogusky
Burger King’s Subservient Chicken website was launched in 2004, and immediately caused an internet storm, receiving millions of hits in a matter of days. Its impact on the advertising industry as a whole was equally seismic – prior to Subservient Chicken, agencies and brands had been tiptoeing around using the internet, uncertain of how it could be useful to them, and viewing it more as a threat than an opportunity. Subservient Chicken showed that brands could use the web to be playful, to be risqué, and, most of all, to interact with their audiences.
‘It was a cool idea, and we took it way too far, and that’s why it worked.’
Initially, the campaign had been all about TV. Burger King ...
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