KFC is asking fans to submit photos and videos of their best "I Ate the Bones" faces.
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.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.