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G-4-9. 100,000 sandwiches for friends of KFC

AgencyDeluxe Interactive
Creative headGeorge Pavlenishvili
Author of ideaDeluxe Interactive
ProductKFC
DescriptionGoals:
As KFC brand was officially launching in Russia, it needed to make a splashing announcement on the Internet in order to increase brand awareness, attract customers to the restaurants and earn their loyalty.

Solutions:
• Unprecedented campaign to distribute 100,000 free KFC sandwiches with the help of digital instruments.
• KFC groups on Facebook and vKontakte launched an application that gave each new group member a code that could be exchanged for a free sandwich in the restaurants. The users were given an opportunity to select their city and nearest restaurant.
• As the project progressed, the brand’s website was updated with a special promo page that showed the visitors all of the campaign statistics and allowed them to choose a social network login to join the campaign. Over the course of the promo a free-of-charge 24-hour call center was set up for all of the promo’s participants.
Results:
In the course of 2 weeks more than 130,000 people joined KFC groups on Facebook and vKontakte
In the course of 2 weeks 225,000 unique visitors came to the KFC website
Team membersGeorge Pavlenishvili - Creative Director
Alexey Ermolaev - Senior Copywriter
Alexei Maletsky – Art Director
Alexander Zaichkin – Senior Account Manager
Dmitry Ivanov – Designer
Ivan Stepanov - Designer