Over at ClickZ is an excellent interview with Jeff Benjamin, Crispin Porter + Bogusky’s interactive creative director and leader of the team that produced Burger King’s Subservient Chicken campaign. Asked if they planned more of these "call-and-response" web sites, he said only if the idea justified the time and expense. He demonstrates a very practical interest in real ideas worth communicating and respect for the audience.

Link: Questions for Jeff Benjamin, CP B’s Interactive Head.

Really, what is viral? It’s just a successful ad. That should be the goal for anyone doing interactive. It’s so good, you’re just going to pass it on. This is the case with Subservient Chicken. It’s so interactive that you have to participate with it to get something out of it. But when you do participate, you get something magical. The brand experience is customized to you. You have a different experience depending on what you confess. If you come and do nothing, it’s not as interesting.