Chicken sandwiches are standard menu items for fast food chains that don’t get much attention in marketing campaigns. To promote their new TenderCrisp chicken sandwich and leverage their “Have it your way” campaign, Burger King launched a microsite where visitors could instruct a man dressed in a chicken suit, a subservient chicken, to do whatever they wanted him to.

The chicken was featured in numerous TV segments and the website itself garnered around 14 million unique visitors with more than 396 million visits.