Planning & Execution
We launched an interactive video from the brand’s ambassador Chris Lee on WeChat, the largest social platform, to demonstrate how to use the “KFC Bucket Drum”. The video seemed like her post was interacting with other posts in the feed.
Then a young Chinese rock star, Tan Wei-wei performed the song “Red Encouragement”, a rock music reinterpretation of a song from a 300 year old Hua-yin opera. The collision of Western Rock and Chinese Opera made the song truly powerful. The MV, which also served as the TV commercial, was released on the major online music and video platforms, OOH and during an offline concert.
Both brand ambassadors released short videos on the largest UGC video platform “Miao-pai” to rally consumers to participate in the relay. We then released an HTML5 game on social media platforms for consumers to hit the drum in time to the music and accumulate beats.
Effectiveness / Results
As many celebrities voluntarily joined the relay, KFC “Red Encouragement” created a tremendous social media buzz during the Olympics Games, which led to an excellent sales performance.
- 114 million views of Chris Lee’s call-for-action video and 3 million views of her interactive video
- 16 million plays of the MV by Tan Wei-wei and 1.55 million views of her call-for-action video in 8 days
- 10.4 million participations of HTML 5 game and 55 million drum beats were made in 20 days.
- 500 million social media exposure of the social posting # RedEncouragement