On April 8 of last year, something odd emerged on the Web: a chicken dressed in garters that could do seemingly any command viewers requested.

After being seeded into several Internet chat rooms, the "Subservient Chicken" instantly struck a nerve with bloggers, in part because the site's technology allowed users to type in nearly anything and get a response from the chicken. He could do jumping jacks, dance, do push-ups and even watch television. He seemed impossible to stump. Within a day after being released, the site had a million hits. Within a week, it had received 20 million hits. Who was behind this strange Web phenomenon? Many visitors to the site were surprised to see it was Burger King.

In addition to Web surfers, the creative community applauded the campaign. "It was so amazingly different and such a good use of the technology," says freelancer Matt Vescovo, one of the judges who selected the campaign to win the gold at the Viral Awards last month, even over his own MTV "Instructoart" campaign. "To take that idea [that you can have chicken any way you like it] for something that really isn't that exciting-a chicken sandwich-and to so seamlessly put it into such an innovative use of technology, it just really hit so many sweet spots for me."

But did it sell those chicken sandwiches? In the first of a recurring feature examining the effectiveness of greatly lauded campaigns, we dissect the "Subservient Chicken," and its "Chicken Fight" follow-up, to find out how well they worked.

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