Project Overview

We created a unique marketing campaign for KFC Thailand that transformed the most boring moment in a football match into an exciting opportunity to engage with and delight customers through the KFC app.

Approach

During a football match, a VAR (Video Assistant Referee) check brings the game to a halt, causing frustration and annoyance for fans. The challenge was to find a way for KFC to insert itself into this unexpected moment and deliver an effective, engaging, and positive experience to its target audience.

Solution

We applied a Moment Marketing & Gamification approach, turning a weakness in the situation into a major strength for the brand.

• Real-time Digital Engagement: We designed a system that worked in real-time with events on the football field. When a VAR check occurred, a limited-time special discount coupon from KFC would instantly appear on the user's app.

• From Annoyance to Anticipation: This strategy fundamentally changed how people felt about VAR. Fans went from being annoyed to eagerly anticipating the VAR check, knowing it meant they had a chance to get a free coupon.

• Seamless User Journey: Users could claim the coupon easily through the app, which successfully drove a massive increase in app usage.

Expectations & Outcomes

• Engagement with Brand Promotions: Transform VAR interruptions into exciting moments with 'Checking for Chicken,' making viewers eagerly anticipate KFC discounts during football matches.

• Enhance Brand Loyalty: Strengthen brand allegiance by integrating themed promotions with live football events, creating lasting associations and emotional connections for sustained customer loyalty.

• Drive Offline Sales: Convert online engagement into foot traffic and in-store purchases by offering match-specific coupons, driving revenue growth during and after football matches.

• Maximize Digital Engagement: Leverage KFC's official Line account and other online platforms to distribute VAR-related promotions, fostering real-time fan interaction and expanding the brand's digital presence.

• Cultivate a Community: Create a community of football and food enthusiasts by tailoring promotions to match events, fostering camaraderie and deepening emotional connections to the KFC brand.

Results

• User Surge: Gained 400% increase in LINE official account users within the 2 months

• Campaign Reach: Engaged over 2 million users during the four-month campaign.

• Coupon Utilization: Achieved 25% coupon redemption rate, surpassing industry average.

• Customer Sentiment: Boosted brand favorability by 20% during football season.

• Outcome: The campaign turned an annoying VAR moment into an iconic real-time brand engagement success story.