KFC Goes Viral with Cause Marketing Campaign

Posted on by Chief Marketer Staff

KFC is using a viral video and cause marketing initiative to promote its newest product, Teriyaki Boneless Wings.

The company has teamed up with artist Phil Hansen to create a one-of-a-kind mural of its spokesperson, Colonel Sanders. KFC has posted a one-minute-long video of Hansen on YouTube using a Karate-style painting technique, coating his hands and feet with paint made from Teriyaki sauce.

In the video, Hansen kicks and karate chops an image onto a wall. The YouTube video shows the mural’s eight-hour production in high speed. In the end it reveals the image of Colonel Sanders. The video is also available at KFC.com.

The viral campaign includes a cause marketing overlay. Consumers can bid on the actual painting, which will be available for auction starting July 18 at Ebay.com. The item will be available for one week, the company said.

Proceeds from the auction will benefit Colonel’s Scholars, a charitable program that provides high school students with college scholarships.

KFC’s Teriyaki Boneless Wings are marinated and breaded in special seasonings and fried. The item rolled out this week and is priced at $3.99.

Draftfcb created on the TV ads for the campaign and Weber Shandwick handles PR. Online marketing also supports the initiative.

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