KFC has rolled out a new campaign that drives consumers to replay a TV ad and decipher a code to receive a coupon for its new Buffalo KFC Snacker.
To crack the code, consumers must replay the TV spot in slow motion with a digital video recorder or VCR. When slowed, the spot reveals a “secret code” with directions on how to redeem a $1-off coupon for KFC’s new Buffalo Snacker sandwich.
The ad will run through March 3 on FOX during episodes of 24 and American Idol; on CBS during Survivor; select NBA games on TNT and on national cable networks including USA, TBS, ESPN, Cartoon Network’s Adult Swim, BET, Comedy Central and MTV. Foote Cone & Belding, Chicago, created the spot for KFC. Consumers can also view the ad at KFC.com.
“This program gives us the chance to generate news in a completely unconventional way,” Tom O’Keefe, executive creative director at Foote Cone & Belding. “Suddenly a regular television commercial becomes an interactive experience between KFC and their target.”
KFC launched the campaign to build buzz around its new Buffalo KFC Snacker, which sells for 99 cents. KFC rolled out its regular Snacker sandwich last year to target younger consumers.
The goal behind the campaign is to generate trial and engage KFC customers, KFC spokesperson Laurie Schalow said. In its first night airing the TV spot, the QSR reported some 20,000 entries to the KFC Web site, Schalow said. By Sunday, the number of entries grew to 60,000, she said.
“[The promotion] is geared toward young consumers who are tech-savvy,” Schalow said. “They love to play games. This is a creative way to get them to pay attention to a commercial.”
Online materials and radio spots also support.
Network
