KFC Partners with Big Brother Canada
How KFC Canada got out of commercial time, and into the game.
With millennials increasingly avoiding advertising through PVR and online TV viewing, KFC was looking for another way to capture its target’s attention and create excitement for the launch of two of its individual meals: Favourites Box for One and $5 Fill-Ups. The solution? A partnership with Shaw Media to put KFC in the heart of the action of Big Brother Canada.
Millennials are increasingly avoiding commercials but there is an opportunity to gain awareness and credibility for millennial-targeted brands by integrating into loved-programming in a way that adds value for the viewer.
We made sure that KFC’s contribution to the game made things really exciting introducing a never-before-been-done game changer into the narrative: thanks to KFC, one evicted houseguest earned her way back in the house in the First 5 Challenge. The build up to this game-changing element took place over the course of 5 weeks, complete with KFC mentions, lots of fan-fueled social buzz, and in-show clips of evicted house guests enjoying their own Favourites Box for One.
We followed up with this game changing element later in the season with the KFC $5 Fill Ups Power of Veto Game, which was notable for the quality of the awareness it generated – in his speech in the season finale, finalist Godfrey singles out winning the KFC $5 Fill Ups Challenge as his best moment in the game. After the challenge houseguests were rewarded with their own $5 Fill Up meal, which they happily ate on-screen.
Big Brother Fans love to talk strategy and analyze every detail of the game. With KFC creating these game changing moments, fans were constantly on their toes wondering what KFC might do next keeping the brand at top-of-mind. We also ran a contest that was promoted through in-show snipes, digital ad-units, and KFC social channels for a trip to the finale, and weekly viewing parties.
- Limited Time Offer Individual Box sales rose by a factor of 2.57 (257%) the week of the $5 Fill-Ups challenge and rose steadily for the next several weeks that the product was in market, hitting a high of 3.25x (325% increase) in same store sales before campaign was in market, easily beating our objective of a 200% increase.
- We beat our objective of 20 minutes of in-show branding by 75%. KFC had an exciting 35 minutes of in-show branding. This valued at over 20x their original investment.
- We achieved over 45,000 contest entries. 450% higher than the campaign objective.