It’s been eight days since she steamed up the Internet, and despite a surge of condemnation and controversy late last week, the UK’s sexy spokeswoman for Burger King’s breakfast menu is still serving suds with spuds.
Burger King’s latest online marketing venture invites voyeurs to “watch the shower babe shake her bits to the hits at 9:30 a.m. every morning” on the web site, singingintheshower.co.uk.
While on the site customers can vote on what song the model sings and what bikini she wears, enter to win a date with the “shower babe,” and download coupons. The site is age restricted to 18 and over.[more]
Burger King stands by its male-centric promotion. A Burger King spokesman recently explained, rather candidly, to AdAge:
“Our research showed that breakfast is a male-centric audience for Burger King; it doesn’t resonate as well with women — we are targeting the people who are buying breakfast.”
In the past Burger King’s interactive campaigns have been received successfully. The Singing in the Shower campaign echoes Subservient Chicken — the odd, unsettling, yet addictive and fun website that remains a hallmark of Web 2.0 marketing. For many, however, Burger King has crossed the line this time. There is a difference between a chicken costume and a bikini.
No one wants to have sex with the chicken. At least we hope not. See where this is heading?