KFC X SPOTIFY

ClientKFC
Category A07. Excellence in Brand Integration & Sponsorships / Partnerships for Branded Content
TitleKFC X SPOTIFY
Product/ServiceFAST FOOD
Entrant SID LEE Paris, FRANCE
Idea Creation SID LEE Paris, FRANCE
Media Placement CARAT Paris, FRANCE
Credits
Name Company Position
Sylvain Thirache SID LEE Paris Executive Creative Director
Johan Delpuech SID LEE Paris President
Celine & Clement Mornet-Landa SID LEE Paris Creative Director
Mehdi Benali SID LEE Paris Managing Director
Jessy Kikabou SID LEE Paris Art Director
Heloise Marchal SID LEE Paris Account Director
Camille Caucat SID LEE Paris Account Manager
Alexandre Ponte SID LEE Paris Head of Social Media
Elise Lassimoulie SID LEE Paris Social Media Manager
Thomas Laget SID LEE Paris Agency Producer
Pascale Laborde KFC France Chief Marketing Officer Yum! Brands – KFC France
Sophie Lacroix KFC France Head of Brand and Advertising
Guillaume Saez KFC France Head of Communication
Gaétan Tissot KFC France Communication Specialist
Céline Leblanc KFC France Brand and Social Media Manager

Why is this work relevant for Entertainment?

With more than 40 tracks from RUN DMC to Kanye West, from M.I.A to Drake, from French to Russian, Bucket Bangers is a partnership between KFC and Spotify to promote the tribute paid to KFC by the rappers and to return them the favor. Bucket Bangers became the most popular playlist on Spotify upon its launch

Background

In France everybody has heard about KFC, but most of the people can’t imagine how much the brand has been a staple in pop culture for decades.

Describe the creative idea

We launched « Bucket Bangers », a playlist made in partnership with Spotify that lists the best songs quoting KFC (more than 40 songs). We also launched a large outdoor, street marketing campaign and on digital displays, even one the biggest parisian street wear store, with more than 40 posters. Each poster simply highlights one of the many cool punchlines quoting KFC. And a contest on social media for the fans to chime in with their own punchlines.

Describe the strategy

Since the 80’s, rappers quote KFC in their songs. In English, French, German, Russian, or Portuguese. So we decided to quote them in our turn. Because they are clearly the best copywriters to talk about KFC.

Describe the execution

We launched « Bucket Bangers », a playlist made in partnership with Spotify that lists the best songs quoting KFC (more than 40 songs). We also launched a large outdoor, street marketing campaign and on digital displays, even one the biggest parisian street wear store, with more than 40 posters. Each poster simply highlights one of the many cool punchlines quoting KFC. And a contest on social media for the fans to chime in with their own punchlines.

Describe the outcome

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