New Delhi : This summer season, KFC launches its first ever digital only campaign, aiming to bring alive the Krushers experience for net-savvy teenagers across the country. Digital and social media is a key focus for KFC, which has recently made it to the Social Bakers “Top 5 most Socially Devoted Brands in India” list, and has seen consumer and critical acclaim for key digital campaigns like the KFC WOW mobile app, Currycature, and the Design Your Own Bucket application.
For its 3.8 million Facebook fans, KFC has launched the first ever ‘User Generated Graphic Novel’ in India, that allows consumers to input their pictures, names, and a couple of favorite catchphrases into a storyline. The consumer can then read his/her own personalized graphic novel, and share it with their friends on Facebook. This engaging application has already seen 17,000 consumers creating their own “Krushers Komics” within 7 days of launching the application. Each day, the best male and female entries will get a print version of their novels as memorabilia. Weekly winners with the best novels get the opportunity to win an Xbox 360.
On YouTube, KFC has created a digital interactive brand channel. Users logging on to the channel will see an endless video of two teenagers sitting in a library, looking infinitely bored. They ask the user to liberate them from the boredom, the user has to do so by dragging them a Krusher from the bar above. The protagonist instantly comes to life, pulls out the video timeline, and uses it as a straw to drink the Krusher. He/she then goes into a Krushers world, where events unfold basis the Krusher selected.
Speaking on the first-of-its-kind online campaign, Tarun Lal, General Manager – KFC India and Area Countries said, “With the launch of a dedicated social media campaign for Krushers, we are taking forward our journey of fan engagement on digital platforms to the next level. The youth of today, our core TG spends most of their time online and our initiatives in the past like “Currycature’, ‘KFC Wow’ and ‘Design Your Own Bucket’ have done very well for us. Going forward, we are hoping to achieve deeper engagement with more and more consumers, making KFC the Most Social QSR brand in the country.”