Comment on a kind of viral marketing

Favourite site: http://www.subservientchicken.com/

It is a kind of viral marketing of Burger King ( a fastfood brand). In the website, the chicken can do whatever you want it to do. For example, it can lie, run, turn around, die, etc.

At the beginning, when viewing the site, I was very surprised because I thought that there must be an intelligent software that could analyse the sentences and send the command to the chicken. Then, I thought that it would be a little trick there. And I realised that it was a webcam, and there was a man in the costume of a chicken there. So he could understand our sentences easily. But am I right? Or is there any other answer. Because when I and my friend viewed the site at the same times on 2 different computers, it did different action at the same time. Were there a lot of man hired to pretend to be a chicken?

If so, it must cost a lot of money which is not good for an online viral marketing. It should be cheap and not cost time.

However, it was successful because it can strongly impressed the audiences. For me, I would never forget Burger King and this websites whenever I need a chicken leg. It makes the audience curious, and when they try to figure out how can it do, they are learning by heart the its brand name. Maybe they would not come back to the site, but certainly they will tell there friends to visit, and it makes the brand name more successful.