Campaign details
Brand: KFCBrand owner: Yum! BrandsEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: RetailMedia channels: Sponsorship - event, Property, Events & experiential, Word of mouth, Influencers, KOLs, Social media, Point-of-purchase, In-store, Online videoBudget: 1 - 3 million
Executive summary
In 2021, due to COVID-19, the world’s top eSport tournament, League of Legends World Championship, was relocated from China to Iceland just one month prior to its start. Millions of Chinese fans’ interaction with the tournament and each other was suddenly...