Intro

KFC’s Appetizer Platter was ranked among its highest selling products in 2016. In February, the new “Rattan Pepper Chicken Steak” appetizer was added for promotion.

As cinemas began to loosen restrictions on bringing in outside food and beverages, more and more food options replaced the classic combination of “Popcorn + Coca-Cola.”

Challenge

Extend exposure 

and discover new markets for KFC’s Appetizer platters, thereby increasing consumers’ product loyalty.

Creative Solutions

Collaborated

Collaborated with NetEase on its “Hot Topic Day” to create “KFC Appetizer Platters Sharing Season” events with various themes, including film, anime culture, and gaming.

Utilized

Utilized NetEase to find a DS Movie platform and create a new film consumption landscape.

Delved

Delved into NetEase to discover other new and highly relevant consumption platforms.

Execution

Week One: created a large, fun and carefree cinema event and invited DuShe Movie, a film critic social media account with millions of followers, to promote the event.

Week Two: collaborated with the trendy NetEase original comic platform to break the anime culture barrier.

Week Three: called out the World of Warcraft's to end the “Appetizer Platters Sharing Season” campaign

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Key Results

421978414

Total impressions on NetEase online platforms

291737728

Total impressions on social media (Social + Douyu + Weibo)

2097894

Total number of participants (online + offline)

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