2015 Winners & Shortlists

Creative Execution

We built a campaign microsite to allow fans to tell KFC what was in their perfect Grilled Twister including salads, sauces and cheese. To take advantage of the heavy volumes of mobile traffic in the region, the microsite was mobile enabled and fully responsive. The set of ingredients that were in the lead at any point were updated live on the site, so fans knew what the whole region was voting for. Fans tweeted and shared their perfect combo using the hashtag #MyKFCGrilledTwister and a live feed on the website re-shared all the entries back to the public.

We reached our goal of raising awareness, proven by receiving a staggering 17,000 sandwich combinations over 6 weeks by 100,000 unique visitors, all through the microsite . Awareness from social media users sharing their combination using #MyKFCGrilledTwister delivered an incremental 10 million impressions. With 79% of traffic coming from mobiles, our drive for a fully responsive, mobile first microsite facilitated over 3 times the interaction of any previous KFC online activation. And thanks to the crowdsourced list of ingredients, KFC now have a blueprint directly from their fans for what to include in the next Grilled Chicken Twister, launching 2015.

KFC’s fans are used to taking part in innovative online activations when new sandwiches are launched; but as KFC prepared to launch their first ever grilled product with the Grilled Chicken Twister, a unique activation that placed the sandwich at the centre was required to raise awareness. Two key insights drove our campaign; firstly, we know from research that 2 of the top 3 reasons people interact with brands online are for advance news and new products trials. Secondly, we know that KFC’s fans are fanatical about being involved with crowdsourcing projects from when a previous online petition to bring back the Zinger lunch box sparked a Zinger revolution in 2013. We raised awareness of the Grilled Twister’s arrival by giving fans the opportunity to tell KFC what their perfect Grilled Twister would contain, crowdsourcing fans’ favourite ingredients for a future version of the new Grilled Chicken Twister.