KFC: Colonel Ki's Collector Cards

Yi Liu, Stanley Tao, Jessia Zhu

QSR brand KFC created collectible cards for the League of Legends (LoL) World Championship esports tournament based on its Colonel KI AI game predictor and grew engagement among fans in China.

Campaign details

Brand: KFC Brand owner: Yum China Entrant company: MindshareIdea creation: Mindshare Shanghai Market: Greater China Sector: Restaurants & takeaways Media channels: Word of mouth, Influencers, KOLs, Events & experiential, Content marketing, Online video, Social media, Sponsorship - event, property, Sales promotion, Point-of-purchase, In-store, Voice, chatbots, Gaming & in-game advertising Budget: 1 - 3 million

Executive summary

In 2021, due to COVID-19, the world’s top esports tournament, League of Legends (LoL) World Championship, was relocated from China to Iceland just one month prior...

WARC subscribers can sign in to keep reading

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