In order to push new Original Recipe Boneless chicken, which debuted April 14, KFC has incorporated the catchphrase, "I Ate the Bones," in its TV advertising. And now, "I Ate the Bones," which is meant to communicate that KFC's boneless chicken is just like its Original Recipe chicken with the exception of bones, is part of a Facebook contest that asks customers to bring the reaction, "I Ate the Bones," to life.
KFC introduced Original Recipe Boneless chicken in response to what it says is an increase in consumer demand for boneless menu items.
"The focus is on the idea that people are amazed it tastes just like Original Recipe chicken," says Rick Maynard, senior manager of public relations at KFC.
So, in a word, an "I Ate the Bones" reaction is one of amazement, Maynard adds.
To participate in the online initiative, customers simply post a photo or video with their best "I Ate the Bones" faces on Facebook, Twitter, Vine or Instagram with the hashtag #IAtetheBones.
Maynard says the brand has seen a significant number of entries via Instagram and Vine.
Entries are curated on Facebook. As of Friday, there were 630.
Through June 8, weekly winners will be chosen to receive t-shirts and gift checks. Five grand prize winners will also be selected to receive $1000 and a chance to be included in an online or social media advertisement within the next year, KFC says.
Fans are encouraged to solicit votes for their entries, but Maynard notes that votes will not guarantee a win.
In choosing winners, Maynard says KFC is looking for creativity, originality, consistency with brand image and enthusiasm.
The first weekly winners were announced Wednesday.
According to a press release, the commercials for Original Recipe Boneless were so buzzworthy in test markets last year that customers began mentioning them in social media -- even using the hashtag #IAteTheBones -- with no solicitation from the brand. KFC says some customers even made their own YouTube videos.
Maynard says this most recent extension essentially gives fans another outlet for that enthusiasm.
It targets young adults 18 to 35.
KFC has 6.3 million Facebook fans; @kfc_colonel has 139,000 Twitter followers.
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March 19, 2014