Campaign details

Brand: KFC
Brand owner: Yum! China
Lead agency: Mindshare China
Country: China
Industries: Restaurants & takeaways
Media channels: Content marketing, Events & experiential, Games & competitions, Outdoor, out-of-home, Point of purchase, in-store, Social media, Virtual & augmented reality
Budget: No budget

Executive summary

In 2015, KFC pioneered a collaboration with China's biggest video game, League of Legends, with a one-click delivery button integrated into the actual game. As interest in gaming continued to expand beyond teens, more brands wanted to build these gaming partnerships.

However, many of these collaborations have been critiqued as being too intrusive, and ruining the gaming experience.

Onmyoji is a role-playing game where players collect ghosts to train and battle them. It achieved 10 million monthly active users, so every brand wanted to be part of it.