Claim: Bovine Unite is a viral marketing campaign for a chain of chicken restaurants.
Example: [Collected on the Internet, 2005]
I had just left my friends downtown when apparently a van pulled up and cows jumped out and started handing out bells with BovineUnite.com printed on them. I’m not sure what to make of the website. Apparently
Origins: In April 2005, reports began flowing out of Maryland regarding innocent bystanders being cowed by groups of roaming bovines. These bovines were not rampaging bulls let loose on city streets (à la Pamplona), however, but humans in cow suits who traveled in vans and trucks and handed out free goodies such as bells, all emblazoned with the words “Bovine Unite” and/or the domain name BovineUnite.com.
Intrigued visitors who surf the BovineUnite.com web site (Cows only! Humans get kicked out.) are greeted with a manifesto of bovine revolt, presented to the strains of martial music layered with moos:
All work and no play makes Buttercup a mad cow. So, we must take action. And we must take action now. The time has come to rise up and take destiny into our own hooves. The time has come to claim our right to play in greener pastures. It’s time to live, cows. Oh yes. It’s time to live.
My fellow bovines. Every day the humans chase us with horses, rope us, and milk us for all they’re worth. Quite frankly, I’ve had it up to my udders.
All work and no play makes Buttercup a mad cow.
So, we must take action. And we must take action now. The time has come to rise up and take destiny into our own hooves. The time has come to claim our right to play in greener pastures.
It’s time to live, cows. Oh yes. It’s time to live.
What’s it all about? The only hint is a notice informing fellow bovines: “The plan goes into effect on
There seems little doubt that BovineUnite.com is a viral marketing campaign being conducted on behalf of some corporate client, but who that client might be remains a mystery. A couple of creative agencies have been fingered for possible involvement:
contact e-mail address at RedPeg Marketing, so one presumption is that RedPeg is handling the campaign (especially since they’ve created viral efforts for other major corporate clients).
Guesses about the type of business engaged in by the mystery client include chicken restaurants (such as KFC or Chick-fil-A), cow-derived food products (e.g., milk), or animal rights campaigns. (We’d venture that the campaign seems a little too obvious to be connected with the food or restaurant industry, and too whimsical to be the effort of an animal rights group.)
The restriction (so far) of the BovineUnite campaign to Maryland indicates it may be advertising something of regional rather than national interest, such as the Maryland state lottery
We’ll just have to wait and watch to see if any more clues slip out before
Update: Looks like we guessed right: Bovine Unite was an ad campaign for the Maryland Lottery.
Last updated: 5 May 2005