Burger King Corp. is staging an online chicken fight, with Subservient Chicken in the ring.
The Chicken Sandwich World Championship campaign pits “TC” (for its Tendercrisp sandwich) against “Spicy” (for Spicy Tendercrisp) in a wrestling match that will air Nov. 5 on DirecTV. TV spots chronicle the contenders’ preparation, from training and weigh-in to the Friday night fight, which will air for free and also appear online. Meanwhile, consumers can go to Chickenfight.com to vote for their favorite, and to watch the two costumed characters spar in the ring.
The campaign builds on last year’s popular Subservient Chicken Web site at Subservientchicken.com that let visitors type in commands for the costumed chicken to follow. Crispin, Porter + Bogusky, Miami, handles ads and created the sites.
Separately, Burger King this week added singer Eve to its ballot of balladeers urging young adults to vote.
BK last week broke TV spots with P. Diddy, Snoop Dogg, Michelle Branch and Ted Nugent telling young adults to “Have it their way” by voting on Nov. 2.
Spots broke Oct. 11 and run through Nov. 2, targeting 18- to 25-year-olds. BK pays for most ad placement; some cable networks are running spots as PSAs.
“Traditionally, young Americans have been one of the lowest voting demographics. We are hopeful that our new ad campaign will help build on the increasing numbers of voters by effectively reaching out to this under-represented audience,” said BK CMO Russ Klein in a statement.