Campaign details
Brand: KFCBrand owner: Yum! ChinaLead agency: MindshareCountry: ChinaIndustries: Restaurants & takeawaysMedia channels: Events & experiential, Games & competitions, Mobile & apps, Outdoor, out-of-home, Social media, Virtual & augmented realityBudget: 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 continues to expand beyond teens, more brands wanted to build these gaming partnerships. However, many of these collaborations have been criticised as too intrusive,...