Campaign details
Brand: KFCBrand owner: Yum ChinaLead agency: Mindshare ChinaContributing agencies: Riot Game, PentaQCountry: ChinaIndustries: Restaurants & takeawaysMedia channels: Gaming & in-game advertising, Mobile & apps, Sales promotionBudget: 1 - 3 million
Executive summary
Gaming has become a key marketing pillar for KFC in China and this year the brand wanted to extend its presence beyond the sponsorship of League of Legends, the most popular e-sport among its audience.
It partnered with PentaQ to create an algorithm in the guise of Colonel KI – which...