KFC: Celebrating Victory Together

Jessia Zhu, Nicholas Short

QSR brand KFC used digital creative to build an exclusive membership for gamers, to tempt eSports fans in China during the League of Legends World Championships.

Campaign details

Brand: KFCBrand owner: Yum! ChinaAgency: Mindshare ChinaMarket: ChinaIndustries: Restaurants & takeawaysMedia channels: Gaming & in-game advertising, Livestreaming, Online display, Sales promotion, Sports sponsorshipBudget: Up to 500k

Executive summary

In 2019, the League of Legends World Championships were held in Europe. Due to the time difference, Chinese eSports fans had to stay up late each night for over a month just to watch the competition.

However, KFC feared this would result in many fans forgoing their usual KFC order during the match.

To solve the problem,...

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