KFC - The Recipe Run (case study)
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ماه قبل
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In May 2023, gamers were
In May 2023, gamers were thrilled to dive into The Legend of Zelda: Tears of the Kingdom (TOTK), the much-awaited sequel to a beloved video game franchise. As players embarked on their virtual adventures and shared their experiences on social media, KFC made an intriguing observation: a character within the game bore a striking resemblance to none other than Colonel Sanders himself. Adding to the coincidence, TOTK introduced a novel feature allowing players to cook fried chicken using in-game ingredients for the first time in the series.
Capitalizing on this amusing coincidence, KFC Spain introduced "The Recipe Run," a clever campaign that tapped into gamers' enthusiasm for both the Zelda universe and KFC's iconic fried chicken. The challenge tasked gamers with cooking KFC's signature chicken in the game as swiftly as possible. Participants were required to upload gameplay footage showcasing interactions with the Colonel lookalike, gathering and cooking raw chicken, cooking oil, and the 11 secret herbs and spices scattered throughout TOTK's virtual world.
Beyond individual challenges, KFC extended the excitement globally by inviting amateur gamers from 17 countries to compete against each other in The Recipe Run. The winner, determined by the fastest completion time, was awarded a prestigious gold trophy resembling a chicken thigh valued at €11,000 ($11,600). Collaborating with Spanish creative agency PS21 and the Spanish speedrunning community SRE (@SpeedrunEspanol), KFC orchestrated a campaign that quickly gained traction. #TheRecipeRun trended on Twitter shortly after launch, generating a staggering 145 million impressions on social media, accompanied by 100 hours of organic content worldwide.
The campaign also drove tangible business results, with 2,500 participants within a week and a remarkable 58% surge in web traffic during the promotion period. Notably, 44.5% of KFC orders were placed via desktop computers, a significant increase from the five-month average of 12%. This innovative crossover between gaming culture and fast food marketing showcased KFC's agility in engaging with a diverse audience while leveraging popular gaming trends.
CREDITS
Brand: KFC, Spain.
Creative Agency: PS21, Madrid.
Client: Kerman Romeo, Beatriz Martínez.
Capitalizing on this amusing coincidence, KFC Spain introduced "The Recipe Run," a clever campaign that tapped into gamers' enthusiasm for both the Zelda universe and KFC's iconic fried chicken. The challenge tasked gamers with cooking KFC's signature chicken in the game as swiftly as possible. Participants were required to upload gameplay footage showcasing interactions with the Colonel lookalike, gathering and cooking raw chicken, cooking oil, and the 11 secret herbs and spices scattered throughout TOTK's virtual world.
Beyond individual challenges, KFC extended the excitement globally by inviting amateur gamers from 17 countries to compete against each other in The Recipe Run. The winner, determined by the fastest completion time, was awarded a prestigious gold trophy resembling a chicken thigh valued at €11,000 ($11,600). Collaborating with Spanish creative agency PS21 and the Spanish speedrunning community SRE (@SpeedrunEspanol), KFC orchestrated a campaign that quickly gained traction. #TheRecipeRun trended on Twitter shortly after launch, generating a staggering 145 million impressions on social media, accompanied by 100 hours of organic content worldwide.
The campaign also drove tangible business results, with 2,500 participants within a week and a remarkable 58% surge in web traffic during the promotion period. Notably, 44.5% of KFC orders were placed via desktop computers, a significant increase from the five-month average of 12%. This innovative crossover between gaming culture and fast food marketing showcased KFC's agility in engaging with a diverse audience while leveraging popular gaming trends.
CREDITS
Brand: KFC, Spain.
Creative Agency: PS21, Madrid.
Client: Kerman Romeo, Beatriz Martínez.
ماه قبل
در تاریخ 1403/03/18 منتشر شده
است.
358
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