The program was similar to other marketing campaigns created by CP+B for Burger King, including the Coq Roq, Ugoff, and Sith Sense.
The commercial was the first in a series of ads for the sandwich utilizing a line of viral marketing promotions by Crispin Porter + Bogusky for Burger King.
According to Jeff Benjamin, an Executive Creative Director at CP+B, the campaign evolved from a television idea into an interactive one.
On the page, a man in a chicken costume performed a wide range of actions based on a user's input, showing pre-recorded footage and appearing like an interactive webcam.
[8] The site was created for CP+B and BK by The Barbarian Group and is hosted at GSI in Kansas City, Missouri.