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From subservient chickens to brawny men: a comparison of viral advertising to television advertising

Collection:
Agricultural Communications Documentation Center (ACDC)
Contributor:
Porter, Lance (main author), Golan, Guy (author)
Format:
Conference paper
Publication Date:
2005-08
URL:
http://list.msu.edu/cgi-bin/wa?A2=ind0602a&L=aejmc&T=0&F=&S=&P=2744
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 148
Subject Term:
advertising, campaigns, food, Internet, media effectiveness, television, web sites, word-of-mouth marketing
Notes:
Presented at the Association for Education in Journalism and Mass Communication conference in San Antonio, Texas, August 2005.. 14 pages., Case examples included a use of viral advertising by Burger King. The firm established a web site to introduce a new TenderCrisp chicken sandwich. The site, featuring "Subservient Chicken," attracted 14 million unique users in just under a year and sales of the sandwich reportedly increased 9 percent a week while the campaign was in full swing.