We launched the Burger King Tender Crisp Sandwich within the "have it your way" brand message. To show how customers really can have it their way with chicken, we created a large subservient chicken that does almost anything anyone asks. Type commands, and tell the chicken what do. The chicken then does what it is told. The chicken – much like the sandwich - satisfies everyone’s personal tastes and preferences, no matter how unique. 15 million hits the first 5 days. Word spread completely virally. Eventually we added commercials and easter egg commands to keep people talking and passing the site around.