KFC: The Growth of Colonel KI Over 3 Years Into A Long-Term ‘Brother’ to Chinese Players

Due to the outbreak of the new crown epidemic in 2020, China's game e-sports has ushered in huge growth. As a leader in e-sports in China, KFC has been building the KFC Colonel KI IP for three years, hoping to transform its role from a brand sponsor to a peer in the e-sports field, and stand out from many e-sports sponsors to promote the brand's commercial development.

Case details

Brand: KFC China

Brand owner: Yum China

Main agency: Mindshare China

Main agency holding group: WPP

Secondary agency: Keyi Media

Market launch: Mainland China

Industry: Food and Catering

Media Channels:Influencers (Key Opinion Leaders, Virtual Idols/Virtual...