Title	KFC BUCKET
Brand	YUM! RESTAURANTS INTERNATIONAL RUSSIA
Product/Service	KFC BUCKET
Category	A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN
Entrant Company	HUNGRY BOYS Moscow, RUSSIA
Advertising Agency	HUNGRY BOYS Moscow, RUSSIA

Name	Company	Position
Vlad Sitnikov	Hungry Boys	Creative Director
Liubov Chubataya	Hungry Boys	Account Director
Konstantin Kupriyanov	Hungry Boys	Creative Group Head

The Brief

While in America and Europe KFC Basket is already a part of internet culture, in Russia people were still unaware of it. The goal: to tell the young audience about the product, about which almost no one knows in Russia

Describe how the promotion developed from concept to implementation

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. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Results 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 %.

Explain why the method of promotion was most relevant to the product or service

We engage young people using their own language and launched the first meme campaign in Russia.