KFC: The growth of Colonel KI

Nicholas Short, Liu Yi, Stanley Tao

Fast-food brand, KFC, transformed itself from a sponsor into an organic stakeholder in the eSports world with its Colonel KI campaign in China.

Campaign details

Brand: KFCBrand owner: Yum! ChinaAgency: Mindshare ChinaMarket: China (Mainland)Sector: Restaurants & takeawaysMedia channels:Competitions & contests, Gaming & in-game advertising, Livestreaming, Merchandise & free gifts, Public...

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