With the success (at least that’s what they tell us) of Burger King’s "Subservient Chicken" campaign, it should be no surprise that a spate of me-too type-a-command-and-watch-a-mildly-humorous-web-based-response promotional sites are out or coming soon. We have heard from sources in-the-know that it is unwise for an agency to go into a new business pitch these days without a mock-up of some concept of this variety. And indeed, just last week, Crispin, Porter and Bogusky (who did the work on the Burger King Subservient Chicken site) released another such site for their client, Method Soap. avant|marketer would like to suggest that if you don’t already have your version of Burger King’s idea well through the production pipeline by now, don’t bother. The lesson of any success had by Burger King is not that people like wacky stimulus-response websites…the
lesson is that innovation can pay off if resources and courage are put behind a good idea. Doing your version of their idea isn’t innovation. Innovation is what you need.
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