Campaign details
Brand: KFCBrand owner: Yum! ChinaAgency: Mindshare ChinaMarket: China (Mainland)Sector: Restaurants & takeawaysMedia channels: Competitions & contests, Gaming & in-game advertising, Livestreaming, Merchandise & free gifts, Public relations, Sales promotion, Social media, Sponsorship - sportsBudget: Up to 500k
Executive summary
Over the previous decade, eSports had become China's hottest pastime. As a pioneer in China's eSports world, KFC needed to transform itself from a sponsor into an organic stakeholder, driving business via the creation of life-time value consumers.
Back in 2018, KFC identified an unsolved need...