KFC: Authentically Connecting With Gamers
KFC wanted to be seen as a modern brand, one that was more relatable to a younger audience and its respective passions.
KFC identified gaming as the core passion point that it wanted to work within. Our challenge was to enter the brand into the gaming space in an authentic and credible way ensuring that KFC both stood out and became culturally relevant amongst its target audience.
To authentically engage with this hyper-aware audience, we developed a three tiered activation strategy.
We built foundational credibility and trust amongst the gaming community through the development of an engaging social presence and the launch of @kfcgaming on twitter.
We leveraged the reach and authenticity of trusted voices within the community using a broad range of gaming influencers to deliver our key messages.
We launched a first of its kind KFC owned Battle Royale. Drawing in participation from the UK’s biggest and best gamers and we gave the general public the chance to compete at the highest level alongside their gaming heroes and win some amazing prizes.
In the first year of the campaign we delivered over 200m impressions, 12m engagements, 200k followers of @kfcgaming, and £10m of media value.