Office worker sees a Burger King wrapper on a desk and smells it. Checking that he is alone, he smells it again, inhaling it immensely. Woman catches him and accuses him of smelling her wrapper. Burger King - Have it your way.

The site was shot in a grainy style reminiscent of Webcam sites. The chicken awaits commands, which users can type in a field under the chicken. If the user were to type “Do Jumping Jacks” for example, the chicken would oblige in real time. In actuality, there are 400 pre-taped clips of the chicken performing moves, which are edited to correspond to viewers’ commands. We found this a very effective viral way for our young male target to interact with both the chicken and the brand.

The entire website cost us roughly $70,000, less than the average cost of one (1) :30 spot on primetime television. Its generated tremendous publicity (articles in Wall Street Journal, USA Today, Businessweek, as well as segments on CNN, Fox News Channel, & CNBC). Since the site went live, overall sales for the chain were up 8% from the same days in 2003.