KFC launched the first e-sports star flash card in the e-sports industry, uniting all fans of e-sports in China, and creating a temperature of love for the e-sports world

E-sports is the ultimate battleground for young Chinese today, especially League of Legends, the world's most popular e-sports event. KFC created their in-game virtual character "Colonel KI", who is the hottest and most talked about influencer of League of Legends since its inception in 2018. However, the expectations of League of Legends fans have already risen.

Case Details

Brand: KFC

Brand owner: Yum China YUM CHINA

Main Agency: Mindshare China

Main agency holding group: WPP

Launched on the market: Mainland China

Delivery time: less than 3 months

Industry: Food and Catering

Media Channels:Influencers (Stars/Celebrity Spokespersons),...

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