In an attempt to boost sales through social media buzz and to advertise a chicken product they've created, Burger King is bringing back its bizarre "Subservient Chicken" campaign, originally launched in 2004.
The campaign was centered around a website that featured a human-sized chicken dressed in garters who performed pre-recorded tasks that visitors commanded. (Yum!) It was considered groundbreaking ten years ago, and is being brought back during a time when Burger King is struggling to boost sales, presumably in an attempt to remember brighter, more profitable, and much weirder times. (The AP gets in a pretty good dig, saying, "As for attention on social media, the chain's most memorable recent moment in the spotlight may have been when its Twitter account was hacked.")
The "Subservient Chicken" website is already live, and a new video will be posted there on Wednesday. Eric Hirschhorn, chief marketing officer for Burger King North America, declined to share many details with the AP, but did say that the chicken will be "turning the tables" on people and that the video will include an appearance by Dustin Diamond.
"I don't want to spoil it, but he's an incredible addition to the film," Hirschhorn said.
An incredible addition to the film.