IPG Mediabrands Malaysia has decided that the best way to launch KFC Malaysia's new 'Ole Ole' Mexican Rice Wrap is to blindfold local celebrities and have them hunt down and thwack a rice-roll-shaped pinata with a weapon of the internet's choosing. All streamed on Facebook Live (with Facebook users typing directions for the helpless celebs).
What else would you expect from the team that brought you the programmatically enabled Hot and Cheesy campaign?
And also, take that other brands using Facebook Live.
The take-no-prisoners approach to the product launch is also Malaysia's first Facebook Live gameshow.
According to a Andrea Mathew, communications manager for IPG Mediabrands Asia-Pacific, the goal of the campaign was to connect with Millennials via their love for all things tech. The added ability for participants to control the outcome of the gameshow is a bonus. The last comment that helps the celeb rupture the pinata stands to win a grand prize or vouchers.
Hosted by HitzFM deejay Ean, the first episode, on August 4, featured singer Elizabeth Tan attacking the pinata with a spatula. The second, held yesterday, saw Reuben Kang—one half of YouTube comedy duo, JinnyBoy—wield a wooden samurai sword. So far, the celebrity to be featured on the third and final installment on August 11 remains a mystery.
The FB Live campaign is part of a larger campaign to promote the fast-food chain's new product, which includes TV, out-of-home and print. "However, those are more product-oriented executions," explained the spokesperson. "In terms of online engagement, there is a component of paid-media, which includes KOLs and Facebook, but we believe the power of the idea will drive talkability."
So far, the first video picked up 25,000 views, but the second seems to have dropped off. Whether this mishmash of ideas will be one for the glorybooks or the ignominy pile remains to be seen.