The 'Snack! In the face' campaign, created by DT (part of Ogilvy Australia and STW), began on 8 October and runs until 2 December. It aims to drive awareness of the brand's snack menu and increase in-store visits among 18- to 24-year-old consumers, primarily men.
The campaign will see the brand give away 140,000 free snacks: 2,500 prizes every day plus special-achievement prizes. In another first for the brand, players will use mobile coupons to redeem their winnings at any of the brand's 600 Australia locations.
“What better way to capture young male’s attention than via a mobile game which combines lasers, evil characters and, of course, the ultimate saviour—in this case The Colonel—and at the same time satisfy their love of KFC," asked Jason Deacon, DT creative director.
(We're not sure how chewing and swallowing the chicken pieces makes The Colonel a 'saviour', but we're willing to play along.)
Available in the iTunes Store and Google Play, the game offers 18 increasingly difficult levels with increasingly attractive prizes, plus opportunities to brag about achievements and spread the game to friends.
"The app is part of the brand's long-term digital strategy," said Adam Draper, KFC’s marketing manager. “Digital is changing the way we market our business and satisfy consumer demand and is an important channel for interacting with customers one-on-one. Historically KFC has used above-the-line tactics, however with over 70 per cent of Australians using apps on a daily basis, KFC Snack! In the Face presents a great opportunity for the brand to directly engage with its customers."
Jason Deacon – Creative Director, DT
Shaun Branagan – Creative Director, Ogilvy
Andrew Grinter – Creative. DT
Lee Spencer-Michaelsen – Creative, DT
Adam Beaupeurt – Strategy Lead, DT
Pippa Kulmar – Senior Planner, Ogilvy
Damian Atwill – Interactive Director, DT
Joe Crupi – Associate Design Director, DT
Jarrod Cope – Senior Interaction Developer, DT
Luke Deylen – Interactive Developer, DT
Kalvin Luu – Senior Developer, DT
Callan Rowe –Designer, DT
Production and management:
Damian Smyth – Group Account Director, DT
Sarah Faraday – Senior Account Director, Ogilvy
Aditi Naik – Account Director, DT
Karen Evans – Senior Producer, DT
Sarah-Sophie Lang – Producer, DT
Laurence Palmer – Digital Director, MediaCom
Amanda Sumargo – Digital Manger, MediaCom
Rebecca Fung – Digital Executive, MediaCom
Louis Lee – Digital Executive, MediaCom