Our idea involved a chicken called, Betty.

We set Betty up in a luxury coop, with a keyboard, in the hope of her setting a world Guinness record:

Become the first chicken to tweet a five letter word in English.

For six weeks Betty’s words (or attempts at them) were tweeted directly to her followers.

Honourable attempts that just fell short of the five letter mark included: poo, see, few, look and bum.

Day One of the campaign began by sharing a webvideo announcing that we were getting a chicken to take over Chicken Treat’s twitter page. We also let Betty loose on the keyboard and start posting her nonsensical musings.The ‘WTF’ nature of the promotion meant that word about Betty the Tweeting Chicken spread very fast and we quickly built up a big Twitter following.

Each day we would go through her tweets to find words she’d nearly written. We’d then compose playful posts about them. For example, we’d tell her off for using ‘fowl’ language when she wrote words like ‘bum’ and congratulate her when she typed ‘YOLO’.

Halfway through the campaign, when interest in Betty was reaching fever pitch, we released a video that showed how we trained Betty to become the world’s first tweeting chicken. Betty also made some television appearances around the world.

Betty’s journey was picked up by almost every major media outlet in the world: Time, Vice, Buzzfeed, Mashable, The Lad Bible, Pedestrian tv, CNN, Gizmodo, NBC, The Discovery Channel, Nine MSM, The Today Show, The Morning Show and The Chaser.

Within a week, she’d officially trended on both Twitter and Facebook. And she gained more Twitter followers than McDonalds Australia and KFC Australia.

She was even re-tweeted by Orange is the New Black. Earned media has been valued at almost $2million.

#ChickenTweet has had 17,000,000 tweet impressions.

But unfortunately, she didn’t type the five letter word.