Campaign details
Brand: KFCBrand owner: Yum! ChinaAgency: Mindshare ChinaMarket: ChinaIndustries: Restaurants & takeawaysMedia channels: Online video, Sponsorship - sports, Social mediaBudget: No budget
Executive summary
League of Legends (LOL) is the world's most popular eSports game. Due to the impact of Covid-19, its most-watched Premier League season had to be postponed. As a result, all of KFC's marketing/sponsorship investment in LOL was also frozen overnight.
When attempting to restart the game, the organisers faced numerous hurdles, such as player isolation and an inability to deliver meals safely....