To promote what we felt were the world’s best chicken sandwiches, BK held the “World Chicken Sandwich Championship” between the TenderCrisp Chicken Sandwich and Spicy TenderCrisp. Two chicken characters were pit in a steel-cage match broadcast as a “Free-Per-View” event on DIRECTV that we promoted like a pay-per-view fight. Support included a heavy TV schedule, a “Chicken Fight” website and a contentious pre-fight appearance by the winged combatants on “The Best Damn Sports Show”.

Although not rated by Nielsen, the success of the fight was evident. Chickenfight.com received over 13 Million hits and the fight was watched online by approximately 100,000 viewers. Numerous press articles covered the fight and DIRECTV applauded the fight as a new way to use their system. Sales of the TenderCrisp Chicken sandwich exceeded goal and delivered another positive month in comparable store sales.