This blogger is a fan of Burger King’s viral marketing. It has proved itself consistently innovative and generally effective both in raw traffic and in changing perceptions of the brand among the yoof (and not so yoof) demographic.
As with all successful ventures you then face the difficult task of trying to surpass your previous efforts. Burger King’s viral marketing shot to fame with the Subservient Chicken, where visitors could type in commands to see him do just about anything from dancing to commenting on a competitors offering.
This was followed by the less successful Harry Enfield-endorsed Angus Diet and the weird and wonderful Sith Sense.
Burger King have now returned to their first love, chickens on the net, with a spoof rock band website, Coq Rock. As you’d expect, the site is awash with chicken puns and some suprisingly well produced rock tracks in praise of chicken fries. While the site lacks the addictive qualities of the Subservient Chicken and the Sith Sense, it shows Burger King further experimenting with the medium through the use of ringtones, merchandise and a messageboard (unavailable at the time of going to press, hmm).
Footnote: Burger King clearly knows the literacy levels of its core audience, buying both the ’subservient’ and ’subserviant’ versions of the domain name (note to self: spell check this article, ahem).