KFC Spreads New Tag Line with Social Media

Posted on by Chief Marketer Staff

KFC is preparing to launch a new global tag line for its products in TV and print, and it’s preparing the ground by launching a social media campaign among fans to compete for free food from their local KFC on June 17.

To enter, fans must sign up to “like” KFC’s Facebook page, fan the brand on MySpace or follow it on Twitter. They must then post on one of those pages why they think their town or city is “So Good”—the new tag line for KFC’s ad campaigns. Entrants can also e-mail a nomination to sogood@kfc.com.

KFC will look at the nominations and choose at least one locale in each of the 50 states. A participating KFC in that location will then give away 100 free servings of KFC’s new Big Crunch Extra Crispy chicken strips on June 17. A password will be distributed through the brand’s social media channels on June 14 that will let users apply for one of the 100 free food items given out by the participating restaurants.

The “So Good’ tagline is part of the first global ad campaign ever run by the 70-year-old KFC brand and will be rolled out in the U.S., Canada and France, with other world markets to follow. The first TV spot using the new tag is for the Big Crunch box, which includes three Extra Crispy chicken strips, potato wedges, a biscuit and a medium drink for $5.

“There’s no better way to unveil our new global tagline than rewarding some of the millions of KFC fans who connect to us through social media,” executive vice president of marketing and food innovation Javier Benito said in a release. “We are excited to share this new campaign and connect with new friends across the country.”

The controlled giveaway through social media contrasts with an April 2009 “UNFry Day” free-food promotion intended to introduce the chain’s new grilled menu items. That campaign asked consumers to download an online coupon from the Web site for the Oprah Winfrey Show to get a two-piece free sampler meal. The coupon downloads were unlimited but could only be downloaded during a 36-hour window. Many customers had problems downloading the coupons, and others found that the offers were not being honored by their local stores. KFC was finally compelled to post a video apology from chairman Roger Eaton on its Web site offering rain checks, and Eaton appeared on Winfrey’s program to issue a live apology.

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