Burger King Extends Dr. Angus With Dr.Angus Interventions
Following its launch of the Burger King Dr. Angus site created by Crispin Porter + Bogusky, Burger King, along with CPB has launched an extension to that site called Dr. Angus Interventions which offers the interactive qualities of another Burger King site, Subservient Chicken.
Offering advice for those who clean too much, are couch potatoes or who continually send company-wide emails, Doctor Angus Interventions dispenses verbal advice that visitors can edit to suit their needs or to suit the needs of others with a "forward to a friend" feature. The site is being seeded by viral firm DMC in London.
From their experience with Subservient Chicken, Crispin Porter + Bogusky found people want to engage and control the websites they visit. CPP Creative Director Jeff Benjamin said,"We learned from Subservient Chicken that people want to be able to customize what's happening. When we originally concepted it, we didn't have so much customization. We were going to use real voice clips [in the latest effort], but we decided it would be more interesting if Dr. Angus could say what you wanted him to. The added customization made the intervention make much more sense."
We'll refer to this as another "brand toy" - a device which is created to be amusing, engaging and/ or helpful all while subtly branding. It's what's needed to amuse the "bored in two seconds, jaded, ad-hating, ad-skipping" generation.