Campaign details
Brand: KFCBrand owner: Yum ChinaEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Restaurants & takeawaysMedia channels: Events & experiential, Online video, Packaging & design, Social media, Sponsorship - SportsBudget: No budget
Executive summary
League of Legends [LOL] is the world's most popular eSport's game. Due to the impact of Covid-19, their most-watched Premier League season had to be postponed. As a result, all of KFC's marketing/sponsorship investment in LOL was also frozen overnight.
When attempting to restart the game, the organisers faced numerous hurdles, such as player...