KFC targets young adults with new mobile game

Fast-food chain KFC has come over all digital in its latest campaign, launching a new mobile game aimed at young adults in Australia in a bid to enhance its brand and drive sales.

Fast-food chain KFC has come over all digital in its latest campaign, launching a new mobile game aimed at young adults in Australia in a bid to enhance its brand and drive sales.

KFC’s ‘In the Face’ campaign looks to focus on its main target audience and most prized customer base, generally males aged 16-24, with the mobile app being a complimentary product created to help foster buzz about the food chain’s new snack menu.

Created by Ogilvy Australia and STW subsidiary DT Digital, the mobile game is a first for KFC, and highlights how even the fast-food industry has begun to embrace digital technology and the development of innovative products as a way of driving brand recognition.

KFC’s Marketing Manager, Adam Draper, commented: “The app is part of the brand’s long-term digital strategy. Digital is changing the way we market our business and satisfy consumer demand and is an important channel for interacting with customers one-on-one. Historically KFC has used above the line tactics however with over 70% of Australians using apps on a daily basis, KFC Snack! In the Face presents a great opportunity for the brand to directly engage with its customers via a digital medium.”

Supported by an online ad promoting the app, the game managed to reach the number 1 spot among free aps on the Australian iTunes app store.

http://youtu.be/hPIEGKWQky8

 

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