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BRONZE WINNER: KFC Variety
Names to be credited with submission:
Time Period of Campaign: 2008
• Link to a highly popular sponsorship opportunity in order to elevate the brand’s stature & contemporize the brand
• Amplify the Survivor SA Reward Challenge sponsorship in a complete, integrated 360-degree campaign, engaging with consumers on various levels
• Drive sales of KFC’s Variety Bucket meal
Key Insights: The communication platform was the Survivor SA Reward Challenge Sponsorship. Initially, KFC wanted to sponsor an “emotional” reward that gave the winner time with their friends/family and KFC. However, it became possible to better utilize the connection with Survivor by linking in-store promotion creatively with the campaign. The offer became: Buy a Variety Bucket & win a trip for you & 3 friends to Malaysia (site of Survivor Challenge) in the KFC “Biggest Reward Competition”.
Media Strategy: The media evolved in two stages: 1.) Establish KFC’s Variety Bucket meal as perfect for family/group sharing occasions, and 2.) Communicate KFC’s Variety Bucket as the “ultimate reward” to win the grand prize of a trip for 4 to Malaysia, the site of Survivor SA.
Radio, television and print were used to generate traffic to KFC and introduce the KFC Survivor characters. Postcards were distributed in up-market pubs & bars, where groups of friends get together – competition details were included on the back.
An on-line competition page ran on M-Net’s (The Survivor TV Network) website, which included an interactive survivor game with two KFC Survivor characters.
A campaign like this KFC example can spoof a television series with a Variety Bucket Reward, yet build a positive bond with it, while also enhancing audience awareness of the show itself..