A new Kentucky Fried Chicken basketball campaign and augmented reality app targets families and activates the fast food brand’s NBA partnership.
In Canada, customers can download the KFC All-Stars app on their phone and then scan the bar code on the lid of all their KFC meals to play an augmented reality game which gives them a chance to win a trip to the 2018 NBA All-Star Game in Los Angeles.
Thus this augmented reality game, compatible with Android and iOS devices, turns KFC buckets into a baskets and incentivises users to interact with the food packaging and shoot baskets to be in with a chance of a trip to the All Star game.
Players and NBA fans can also download and use the app in ‘Classic’ mode without buying any chicken – but buying a KFC bucket and playing in ‘AR’ mode is the only way to enter the contest.
Through the campaign period, users/customers can also see where they stand against other players on the app’s nationwide leaderboard.
Running from January through to 18 February 2017, the initiative’s promotional campaign is led by a pair of TV spots,
which promote the initiative’s product strand – KFC’s ‘All-Stars Lineup’ Meals – and drive people to download and play the ‘KFC All-Stars’ augmented reality app.
The ads and the app are also being amplified on the brand’s social channels,
Fill up, then play. Download the free KFC All-Stars app at: https://t.co/vM5oeER0Uv #NBA @NBACanada pic.twitter.com/rjG8ieF98k
— KFC Canada (@kfc_canada) January 31, 2017
with a social video specifically aimed at encouraging downloads of the app.
Play, score, win with the KFC All-Stars app. Download for free for a chance to go to the 2018 NBA All-Star game: https://t.co/vM5oeF8Cj5 pic.twitter.com/lyMEpOe9xL
— KFC Canada (@kfc_canada) January 3, 2017
alongside more simple supporting ticket giveaway executions and promotional pieces,
The easiest way to win 2018 @NBACanada All-Star game tickets thanks to @kfc_canada! https://t.co/JwLQMFDcvx #Contest #NBA #Sponsored pic.twitter.com/3In0B4jkyK
— #DoTheDaniel Inc. (@dothedaniel) January 30, 2017
$5 to keep you going like an All-Star. #FillUpFor5 pic.twitter.com/lUdD4YQEKj
— KFC Canada (@kfc_canada) February 2, 2017
These social asset and ad executions also drive viewers to the initiative’s digital hub at www.kfc.ca/allstars
The initiative, developed in harness with agency Grip, shows that while in most markets KFC might well position itself as a brand/meal that brings families together, a bit of friendly baller competition can bring people together too.
Activative Comment:
The engagement metrics thus far are fairly solid: for example, the two adds have thus far notched up hundreds of thousands of YouTube views thus far.
But, metrics aside, one of the aspects of this activation that we at Activative really like is how, viewed as a whole, this sponsorship leverage campaign neatly ties together two parallel aspects of the KFC brand.
While the app and contest fit with the ‘fun and social side’ of KFC’s brand positioning (as illustrated by other recent initiatives such as the ‘Bucket Science’ spot series which also recently included an NBA-led execution,
the TV commercials are more aligned with KFC’s more grounded, heartfelt creative heritage which uses the brand, its properties and heritage to bring families and friends together: which in Canada (of course) means hockey,
while in other markets it is communicated in different ways like this classic KFC ‘One Family’ spot.
Links:
KFC Canada
https://www.youtube.com/user/KFCCanadaTV
https://twitter.com/kfc_canada
https://www.facebook.com/KFCCanada/
https://www.instagram.com/kfc_canada/
https://itunes.apple.com/ca/app/kfc-all-stars/id1183548614?mt=8
Grip
NBA:
http://www.instagram.com/nba
http://nba.tumblr.com
