KFC: The growth of Colonel KI

KFC, a fast-food chain, launched a campaign to transform the brand from a sponsor into an organic stakeholder in China's esports world and drive business.

Campaign details

Brand: KFC Lead Agency: Mindshare China Region: 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.