McDonald's launched a campaign called "What Came First" to promote their new Southern Style chicken for breakfast and spark debate about whether the chicken or egg came first. The campaign included launching a viral website that allowed users to have animated chicken and egg characters dance off against each other, national sampling day events, and leveraging celebrity partners to promote the site on social media. The campaign was highly successful in driving traffic to the website and generating over 150,000 visitors and 45,000 dance-offs in its first month.

1. Getting America Buzzing About Chicken WOMMA 11/14/08

16. Blogger Outreach Rick

23. Internal Activation NBA All-Star Dwight Howard recorded a video for StationM, inviting crew members to submit videos of themselves dancing like a chicken to win great prizes. At Convention, Elliot Sadler and Kasey Kahne took a few minutes to debate, “What came first, the chicken or the egg?” and encourage crew members to log online to WhatCameFirst.com. Heather