KFC: The growth of Colonel KI

KFC, a fast food brand, launched a campaign in China to transform itself from a sponsor into an organic stakeholder in the gaming world.

Campaign details

Brand: KFCLead Agency: Mindshare ChinaRegion: APAC

Strategy

Objective

As a pioneer in China's eSports world, KFC needed to transform itself from a sponsor into an organic stakeholder in this world, driving business via the creation of life-time value consumers.

Target Audience

As one of the most sponsored industries, China's 480M eSports gamers (which make up c.30% of all eSports gamers globally) are all too aware of the fierce rivalry between brands looking to get in on the action and take advantage of the booming eSports world. However, gamers don't just accept anyone. They...

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