Campaign details
Brand: KFCBrand owner: Yum! ChinaLead agency: Mindshare ChinaCountry: ChinaIndustries: Restaurants & takeawaysMedia channels: Content marketing, Events & experiential, Games & competitions, Outdoor, out-of-home, Point of purchase, in-store, Social media, Virtual & augmented realityBudget: No budget
Executive summary
In 2015, KFC pioneered a collaboration with China's biggest video game, League of Legends, with a one-click delivery button integrated into the actual game. As interest in gaming continued to expand beyond teens, more brands wanted to build these gaming partnerships.
However, many of these collaborations have been critiqued...