Campaign details
Brand: KFCBrand owner: Yum! BrandsEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: RetailMedia channels: Online video, Sponsorship - sports, Livestreaming, Sales promotion, Social media *==Budget: Up to 500k
Executive summary
Since his creation in 2018, KFC’s owned AI persona in-game for predicting match winners, Colonel KI, had become the hottest KOL of League of Legends, the world's most popular eSport.
However, because of this popularity, as each year's tournament arrived, fans had come to expect more and more from...