KFC: Get Crazy for Crazy Thursdays!

KFC, the American restaurant chain, launched a promotional campaign in China that became a meme, leading to increases in social volume and sales.

1. Challenge, context and objectives

The success of "Crazy Thursday", a special offer day promoted through musical, addictive clips, has led peers to follow suit. As a result, KFC was subject to copycat special offer competition.

As a leading catering brand,...

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