|G04. Social Behaviour
PS21 Madrid, SPAIN
PS21 Madrid, SPAIN
|Executive Creative Director
|Head of art
|Michel de Larroque
|Social Media Manager
Why is this work relevant for Direct?
It's a sampling campaign by nature, and it urges consumers to hunt for coupons through YouTube videos.
The Spanish consumer has little to none awarness of KFC secret recipe and treats the brand as a commodity when it comes to fast food.
KFC secret is the most replicated fast food recipe in the world. Thousands of youtubers have tried to unsuccesfully mimic it that equals thousands of hours of unsolicited brand mentions unclaimed, yet.
We wanted to show the Spanish consumers how relevant our recipe is and while at it, lead them to sample our product.
Describe the creative idea (30% of vote)
We managed to use the hours of YouTube footage from our recipe's copycats into coupons.
We developed an API that read distinctive keywords in order to turn those videos into discount codes thorugh URL validation, so you can copy a YouTube video URL and paste it into our web to claim a coupon for Free Fried Chicken.
Describe the strategy (20% of vote)
In order to make a seamless (and free) collaboration between major YouTubers and our brand, we managed to capitalize their content without tampering it, by borrowing a piece of unclaimed asset on their videos: their URL.
Describe the execution (20% of vote)
We built a website that behaved as a URL-to-Free Chicken convertor. Every user could browse for one of the many YouTube KFC copycat videos and exchange its URL for Fried Chicken.
List the results (30% of vote)
14K+ videos claimed in the first 24 hours
46% Conversion rate (vs 4% average)
28K+ pieces of chicken redeemed
19,97% increase store visits
Please tell us about the social behaviour that inspired the work
Imitation is the biggest form of flattery. We wanted to expose the consumers to the massive amount of copycats KFC's original recipe has.