KFC: Colonel KI

Fast-food brand KFC created a results-prediction algorithm, Colonel KI, and placed it in livestreams to deepen its connection to gamers and e-sports in China.

Campaign details

Brand: KFCBrand owner: Yum ChinaLead agency: Mindshare ChinaContributing agencies: Riot Game, PentaQCountry: ChinaIndustries: Restaurants & takeawaysMedia channels: Gaming & in-game advertising, Mobile & apps, Sales promotionBudget: 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands