Burger King Does Less Subservient Chicken

Burger King, with the help of Miami's Crispin Porter + Bogusky, is doing strange things with chickens again to promote their chicken menu items.

This time, rather than bossing around a garter-clad chicken, visitors to Chicken Fight can pit "TC" aka Tendercrisp Chicken against "Spicy" aka Spicy Tendercrisp Chicken against each other in a boxing ring. It's not as engaging as the Subservient Chicken effort a few months back, which, admittedly, would be hard to top but it's amusing enough. It appears there's a networked, multi-player version arriving soon that may effect (Ed. affect?) the pass-along of this viral effort more quickly than the standard email a friend feature.

The purpose of the site is to promote a "real" fight between the two chicken characters on DirecTV November 5 at 10PM. We question, though, how the effectiveness of this campaign will be measured and suggest that, perhaps, fight winners be given redeemable coupons which could then be measured in stores as well as, ideally, increase sales.

We particularly love the disclaimer copy at the bottom of the site for those law-suit happy, animal loving morons. "No real chickens were harmed in the making of this advertising campaign. Burger King Corporation does not endorse or condone animal cruelty in any way including chicken fighting. The chicken characters featured in this advertising campaign are just actors wearing a chicken costume." No shit.