Campaign details
Brand: KFCLead Agency: Mindshare ChinaRegion: APAC
Strategy
Objective
In 2015, KFC pioneered game-brand collaboration with a one-click delivery button in China's biggest video game League of Legend.
Since 2015, gaming, once niche, became a major passion point for young adults in China. (24% yoy penetration growth among 16-30 y.o. in China. Source: CNRS) Many brands have worked with games for an opportunity to speak to their target audience.
But not all gaming collaboration were received well. Many collaborations were critiqued to be "taking the fun out of the game", ruining the experience of...