Home  › Marketing › Strategies
kfc-ate-the-bones

KFC Solicits 'Ate the Bones' Reactions

  |  May 7, 2013   |  Comments

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.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's 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.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...