KFC: The growth of Colonel KI

Nicholas Short, Liu Yi, Stanley Tao

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 to transform itself from a sponsor into an organic stakeholder in this world, driving business via the creation of life-time value consumers.

Back in 2018, KFC identified an unsolved need from gamers. No fan has the time to do predictive probability calculations while watching a game which has four or five things happening all at...

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