On Sunday it took out half-page ads in the vein of a missing persons bulletin, asking whether readers have seen the chicken. The ads appeared in the New York Times, the Houston Chronicle, the Los Angeles Times, the Chicago Tribune and others.
The chain has also revived the SubservientChicken.com website, although instead of a man-sized chicken ready to take orders, visitor there find an empty room with a couch and a message -- in the style of a vintage Windows-style pop-up circa 2004: "Help, There's a chicken on the loose and we are desperately trying to find him." The site also includes photos of the mascot's last known whereabouts, illustrated surveillance-style via security stills from convenience stores and parking garages. Consumers are asked to help find the chicken on digital and social media channels and to use the twitter hashtag #FindTheChicken.
Next Burger King plans to post a short movie on the site Wednesday at 9 a.m. ET, chronicling the rise and fall of internet celebrities, showing what happens to them when their 15 minutes of fame fades. The digital video, titled "TBD," also features a cameo by actor Dustin Diamond, better known as the dorky Screech from "Saved by the Bell." A range of creative executions are expected to follow.
Burger King Resurrects Subservient Chicken
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