Campaign details

Brand: KFC
Brand owner: Yum China
Lead agency: Mindshare
Contributing agencies: Riot Game, PentaQ
Country: China
Industry: Restaurants & takeaways
Media channels: Gaming & in-game advertising, Mobile & apps, Sales promotion
Budget: 1 - 3 million

Executive summary

Gaming has become a key marketing pillar for KFC in China and this year the brand wanted to extend its presence beyond the sponsorship of League of Legends, the most popular e-sport among its audience.

It partnered with PentaQ to create an algorithm in the guise of Colonel KI – which accurately predicted the outcome of every match with real-time data from the current match and other historical statistics. The number-hungry gamers loved this, and Colonel KI further celebrated with them by giving out product coupons during key moments in every match.