Title	KFC BUCKET
Brand	YUM! BRANDS
Product/Service	KFC
Category	A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Entrant Company	HUNGRY BOYS Moscow, RUSSIA
Advertising Agency	HUNGRY BOYS Moscow, RUSSIA

Results and Effectiveness

Within a month we reached more than 10 million members of the target audience. The number of young people who tried KFC's Basket after the campaign has grown by 50 %.

Creative Execution

Execution The insight was "when I have fun with my friends, everything we do should be fun". We positioned KFC basket as a fun way to eat chicken. We engage young people using their own language and launched the first meme campaign in Russia.

Insights, Strategy and the Idea

While in America and Europe KFC Basket is already a part of internet culture, in Russia people were still unaware of it. So we re-invented the "Baskethead" meme, using Russian reality. We used the power of crowdsource creative from one of the biggest internet youth community in Russia: MDK (similar to 9gag). Within four weeks, KFC basket became a new Russian meme.