Turning KFC into gamer's playground

Fast-food restaurant brand KFC used a collaboration with popular Chinese game Onmyoji to increase restaurant traffic and sales among a young audience.

Campaign details

Brand: KFCLead Agency: Mindshare ChinaRegion: APAC

Strategy

Objective

In 2015, KFC pioneered game-brand collaboration with a one-click delivery button in China's biggest video game League of Legend.

Since 2015, gaming, once niche, became a major passion point for young adults in China. (24% yoy penetration growth among 16-30 y.o. in China. Source: CNRS) Many brands have worked with games for an opportunity to speak to their target audience.

But not all gaming collaboration were received well. Many collaborations were critiqued to be "taking the fun out of the game", ruining the experience of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands