KFC: The growth of Colonel KI

KFC, a fast food brand, launched a campaign in China using Colonel KI to become a stakeholder in season 10 of League of Legends.

Campaign details

Brand: KFCBrand owner: Yum! ChinaLead agency: Mindshare ChinaCountry: China (Mainland)Budget: Up to 500k

Executive summary

Over the last decade, eSports has become China's hottest pastime.

As a pioneer in China's eSports world, KFC needed...