KFC KRUSHERS MOCKTAILS - WINTER IS NOT COMING

ClientKFC
Category C05. Co-Creation & User Generated Content
TitleKFC KRUSHERS MOCKTAILS - WINTER IS NOT COMING
Product/ServiceKRUSHERS MOCKTAILS
Entrant McCANN BUCHAREST, ROMANIA
Idea Creation McCANN BUCHAREST, ROMANIA
Media Placement UM BUCHAREST, ROMANIA
Credits
Name Company Position
Adela Dan UM Romania Head of Content
Ioana Dinu UM Romania Social Media Manager
Alina Vasile UM Romania Account Director
Francesca Muresan McCann Worldgroup Romania Art Director
Victor Croitoru UM Romania CEE Regional New Business and Strategy Director
Sandina Crisiarcu UM Romania Head of Planning
Cristian Ene UM Romania Senior Digital Planner
CATALIN DOBRE MCCANN WORLDGROUP ROMANIA Chief Creative Officer

The Campaign

Introducing “Winter is not coming!”, starring Fuego, the “guy who brings winter to Romania”. Winter always begins Fuego’s hit “Mother, decorate the Christmas tree”, which has made him a symbol of Christmas. Mothers love him, and teens meme’d him for years making him the most meme’d guy in Romania. So we gave teenagers a cause to fight, and also an entertaining tool.

Creative Execution

Teenagers could ask Fuego to perform unusual tasks for him, but normal for a teenager like taking a selfie, playing with a spinner, or a kendama, taking a snap, to distract him from decorating the Christmas tree on the site. The time spent on site meant additional summer days. The online platform was embedded in KFC’s website and available during autumn. We supported it exclusively on digital touch-points: Facebook, Instagram, display banners. During the campaign, all media reacted to the surprise and we earned more exposure in additional channels: TV stations, radios, bloggers, vloggers and influencers talked about it.

Results

74% Social Media Organic Reach 168 Extra-days of summer for Krushers Mocktails 17,000,000 Media Impressions 3x Earned Media Positive reactions from media and teens Off-season sales counted for 30% of all Krushers’ sales during summer

Teens love the seasonal summer cocktails from KFC, the Krushers Mocktails. So we gave them not only a cause to fight, but also an entertaining tool. We used Fuego, a famous singer, cultural hook & also the most meme’d guy in Romania. Everyone in Romania knows that his song about decorating the Christmas tree brings winter for real. We provoked teens to go beyond seasonal memes through real & direct interaction with the winter star through tasks to be performed online. Time spent online became extra-summer days. Summer became longer, 3xearned media all channels, and 30% more sales in extra-season.

For a longer summer, Romanian teenagers had to distract Fuego from decorating the Christmas tree by giving him tasks to complete on a dedicated microsite. The more time spent on site, the longer summer became, meaning extra time on the menu for Krushers Mocktails. And thus, we gave teens the opportunity to go beyond memes, and interact with the real guy by giving him funny tasks to perform on KFC’s online platform.