KFC: The growth of KFC's Colonel

KFC, a fast-food chain, launched a campaign in China to build on the success of 2018's Colonel KI and transform itself into a stakeholder in Season 10 of the online game League of Legends.

Campaign details

Brand: KFCBrand owner: Yum ChinaEntrant company: Mindshare ChinaMarket: ChinaSector: Restaurants & takeawaysMedia channels: Competitions & contests, Gaming & in-game advertising, Livestreaming, Sales promotion, Social media, Sponsorship - sports 

Budget: Up to 500k

Executive summary

Back in 2018, KFC identified an unsolved need from gamers.

eSports games have many more numbers than a typical game of football or basketball. But with all these numbers churned out in real time, fans and sports commentators often still rely on general gut feel and sheer excitement to anticipate who will...

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