KFC: The Growth Of Colonel Ki

Jessia Zhu, Collin Du, Nicholas Short

KFC, a fast-food restaurant chain, launched a campaign in China to transform itself from a sponsor into an organic stakeholder, driving business.

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...

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