KFC: Viewer Verdict

KFC, a fast-food brand, launched the KFC Viewer Verdict as part of its sponsorship of the National Rugby League (NRL) as a means of engaging fans and increasing sales in Australia.

Executive summary

As part of KFC's sponsorship of the National Rugby League competition, we created 'KFC Viewer Verdict': a real-time fan version of the video referee.

This is a case study in how brands can take their sport sponsorships and evolve them to be much more than mere 'logo badging' marketing, and instead innovatively embed themselves seamlessly into the sport's viewing experience.

Viewer Verdict was an innovative way to engage fans, gather data, and increase sales. We acquired 33,716 new KFC app users, and those fans spent 2.47 times more, and purchased 2.55 times more frequently, giving us a campaign...

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