|História|| In Spain, fried chicken is not part of the culture, and this, for KFC, is not good news. People don't think about fried chicken. So, in a category as competitive as QSR and with a much smaller budget than its competitors, one of KFC's main goals in Spain is to become part of the culture by connecting, especially, with the younger audience.|
To create a relevant brand, it must be part of the culture. To achieve this, our voice must be familiar and connect with the audience in topics and conversations that are interesting and relevant to them. And the ultimate place for our audience to generate conversations is Twitter. We had to bring the brand into the conversation, and there is no better way to do that than to respond to an existing conversation about the brand and generate a brand experience around it. And so KFC PALACE was born.
If we wanted to connect with our audience, we knew that Twitter is one of the places where most of their conversations are generated. So after listening, we discovered that young people were organically using the expression "I invite you to KFC".
But they weren't referring to fried chicken, they were giving other meanings to the acronym for inviting themselves to KFC: "Kiero Fuck You," "Kererte Fuerte en mi Cama" or "Kogerte Fuerte por el Culo. When you're young, hormones rule...
So instead of running away, we decided to meet your needs by creating the KFC Palace Suite. A room in one of Spain's most iconic luxury hotels, giving those who invite themselves to KFC the opportunity to experience an intimate night out. Whatever KFC means to them.
The first thing we did was to co-create the KFC Suite with the Palace Hotel in Madrid. A suite with all the details in the style of KFC. In addition, we designed all kinds of KFC amenities exclusively for the occasion: bathrobes, cushions, sheets, soap, candles, slippers and, of course, KFC condoms.
We decided to get into the twitter conversation bit by bit. We started answering the tweets that had the most impact in order to create a fun dynamic of participation with a night in the KFC Palace suite as a prize.We launched a video and several pieces on social networks showing the room we had created explaining the dynamics of participation to achieve a night in the Suite.
KFC Palace had the best social media reach ever (5.3 million), the average Twitter interaction rate increased +326%, the average volume of mentions of the brand on Twitter alone was +211% and the hashtag #teinvitoakfc was TT. All this achieving a PR value of 480,000 euros.We managed to get some of the most important influencers among our target such as @TheGrefg (3.1 MM followers), @PostureEspanol (233 K followers) @Cabronazi (6.5 MM followers) to participate in the activation.But first and foremost, we got several people to enjoy KFC in the Palace de Madrid suite. Something they would never have thought they could do.
|Tipo de Mídia||Case Study|