BK CHICKEN SAVES MAN’S FAMILY JEWELSIn order to create awareness and drive trial for Burger King Singapore’s range of 8 chicken products, we hijacked the most popular consumer conversation in Singapore and turned them into earned media for the brand. Usually, consumers spoof brand content. For the first time ever, a brand has spoofed a consumer video.

The talk of the town on citizen journalism site STOMP showed a docile Singaporean man getting hitting in the crotch repeatedly by a woman wielding a stiletto heel. Burger King then subverted this conversation by unleashing the Chicken that never chickens out to empower the man.

Never Chicken out. Not when you believe in yourself, and especially not when you have 8 chicken varieties to choose from.

In order to create awareness and drive trial for BURGER KING’s range of 8 chicken products, we hijacked the most popular consumer conversation in Singapore and turned them into earned media for the brand. Usually, consumers spoof brand content. For the first time ever, a brand has spoofed a consumer video.

The talk of the town on the most popular citizen journalism site in Singapore, STOMP showed a docile Singaporean man getting hitting in the crotch repeatedly by a woman wielding a stiletto heel. BURGER KING then subverted this conversation by unleashing the Chicken that never chickens out to empower the man. The spoof video was then uploaded back to STOMP and YouTube where it received very positive responses.Never Chicken out. Not when you believe in yourself, and especially not when you have 8 chicken varieties to choose from.

The spoof video garnered 234,769 views, an outstanding number for a country with a population of 4.5million. Local papers also picked up the news, generating a PR value worth SGD 195,131.24.Consumers were entertained and reacted very positively to the communication. Sales of chicken products DOUBLED from 15% to 31% during the promotion and traffic to stores increased 12.5%, indicating that the communication brought in new consumers, instead of cannibalizing on other BK products. Overall sales increased 8.6%.