The Huckin' Chicken site was created to build buzz around the launch of Burger King's new Extreme Spicy Tendercrisp Sandwich. As the number of visitors to the site increased, the tricks got more extreme. From the wheelie to the no hands aerial the Huckin Chicken showed some fan appreciation by turning it up a notch with each new visitor. In the end, when the site reached 1 million visitors and the Huckin Chicken went where no bird has gone before: The World Record of Chicken Jumps. No other chicken has jumped farther, higher or faster. Once the clips were unlocked we launched television spots for the new sandwich featuring Huckin' Chicken and all his extreme tricks.

So why did we make that chicken do so many tricks? Research told us two key things about chicken sandwich sales. First, chickens can ride dirt bikes (who knew?). Second, men didn't think chicken was as masculine as beef, therefore they were less likely to buy BK's chicken sandwiches. So we set out to show the world just how masculine chickens really are. For years it's been; "don't be a chicken," and "you chicken!" Not anymore. Thank you, Big Huckin' Chicken, chicken sandwich sales have never been better.

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