If you want to see chickens "getting air" and "doing tricks" then you should head to Burger King's new website in the US. The more viewers the site receives, the crazier the exploits of the chicken, so when the site reaches 1 million, the craziest stunt will be revealed. What are you waiting for?
Implications - Advertising campaigns like this entice consumers with their unorthodox focus on interactivity. By provoking word of mouth and widespread interest, companies that adopt these kinds of marketing strategies ultimately encourage people to go out of their way to find out more about the campaign itself. This makes the ultimate message being espoused all the more easily digested.