Our idea involved a chicken called Betty.

We set Betty up in a luxury coop, with a keyboard, in the hope of her setting a world Guinness record:

Become the first chicken to tweet a five letter word in English.

For six weeks Betty’s words (or attempts at them) were tweeted directly to her followers.

Honourable attempts that just fell short of the five letter mark included: poo, see, few, look and bum.

Day One of the campaign began by sharing a webvideo announcing that we were getting a chicken to take over Chicken Treat’s twitter page. We also let Betty loose on the keyboard and start posting her nonsensical musings.The ‘WTF’ nature of the promotion meant that word about Betty the Tweeting Chicken spread very fast and we quickly built up a big Twitter following.

Each day we would go through her tweets to find words she’d nearly written. We’d then compose playful posts about them. For example, we’d tell her off for using ‘fowl’ language when she wrote words like ‘bum’ and congratulate her when she typed ‘YOLO’.

Halfway through the campaign, when interest in Betty was reaching fever pitch, we released a video that showed how we trained Betty to become the world’s first tweeting chicken. Betty also made some television appearances around the world.

Betty’s journey was picked up by almost every major media outlet in the world: Time, Vice, Buzzfeed, Mashable, The Lad Bible, Pedestrian tv, CNN, Gizmodo, NBC, The Discovery Channel, Nine MSM, The Today Show, The Morning Show and The Chaser.

Within a week, she’d officially trended on both Twitter and Facebook. And she gained more Twitter followers than McDonalds Australia and KFC Australia.

She was even re-tweeted by Orange is the New Black. Earned media has been valued at almost $2million.

#ChickenTweet has had 17,000,000 tweet impressions.

But unfortunately, she didn’t type the five letter word.

In 2015, a new social media celebrity was born. And no: it wasn’t another Kardashian. It was a Western Australian chicken named Betty – the star of #ChickenTweet. Throughout this campaign, communication channels were set up to let people directly cheer on and follow this extraordinary bird.

To attract a younger, fun-loving demographic, we didn’t play in traditional TV channels; instead we developed a programme of social media engagement on Twitter and Facebook. We also had a suite of funny webvideos pushing people to Chicken Treat’s Twitter page.

The shareable nature of the content attracted a huge amount of earned media that further pushed people to follow Chicken Treat on Twitter.

Once a much loved brand in Western Australia, fast-food retailer Chicken Treat had undergone significant decline over the last decade.

We were requested to re-brand Chicken Treat, and inject a new sense of fun and optimism into the brand.

Our campaign objectives included:

- Boost the social following of Chicken Treat, in an attempt to directly engage with a younger market.

- Achieve significant ROI on a relatively small media budget, by generating significant earned media.

- Raise sales. Of course.