2020/2021 Winners & Shortlists

Background

KFC has long been dabbling in gaming. From launching dedicated KFC gaming accounts, to creating a popular Japanese-inspired dating game featuring Colonel Sanders, and even designing a chicken-heating console! While the above advancements in gaming proved successful, these were just entry points that helped establish KFC as a brand that appeals to gamers. KFC was now synonymous with gaming. Great… but what about selling chicken to gamers? KFC was yet to generate conversion with gamers. 350 million MENA gamers to be precise. A gold mine of sales for KFC if it were to resonate with them. Knowing that they were scotched to their favorite games 24/7, KFC had to find an innovative idea that would help them generate more sales from gamers without interrupting their precious gaming time. THE CHALLENGE: How do you sell chicken to a target audience that doesn’t even have time to check out an online menu?

Describe the strategy

KFC wanted to appeal to all MENA gamers and didn't want to alienate other players by focusing on one game. While they have many game preferences, all gamers game so much that they forget to eat food. To get them to eat, KFC has to do so in a way that would allow them more gaming time. INSIGHT: Find a way to get gamers to eat without compromising gaming time. After conducting focus groups with MENA gamers, KFC discovered that gamers did not want their favorite games to be invaded by brands. This made KFC’s challenge tougher. It was almost as tough as beating a game on “Hard” mode. Only mighty gamers were able to do so without cheat codes. And that when it all clicked. It was not about being present in-game, it was all about creating a real-life cheat code that would give gamers even more gaming time.

Describe the execution

Knowing how valuable gaming time is to them, KFC thought of the coolest and fastest way to order. A way that they were familiar with. While combinations of different keys can trigger a certain cheat code, there was no cheat code to getting fried chicken to your door. That’s when we found the solution in our name itself. Introducing: The KFC cheat code. The first-ever shortcut created for a brand. KFC only needed to tweak its website's code. It was pure programming and zero production costs. Registered users have their address, credit card, and favorite meal saved. By using IP recognition, every time users typed in the short Shift + K + F + C, an order with their registered favorite meal would be automatically placed. Because KFC knew that this feature would be most relevant to gamers, it promoted the KFC shortcut on Twitch using top MENA gamers.

List the results

Launched on the 7 countries in the Middle East $0 production cost 20 million social impressions 1.7 million reach Engagement 350,000 +19% increase online order of bundle combo 93% of those from the gaming community