Situation: Unlike several giant brands, KFC had not yet positioned itself within the gaming community in Mexico.

Brief: We needed to find a way to communicate with gamers, speaking their language, without losing the essence of KFC's bold communication.

Objectives:

- Generate conversation within the gamer community.

- Entertaining video game-loving consumers.

- Make KFC's positioning clear within the gaming community.

- Sell our product.

KFC's target in Mexico are young people aged 18 to 24 - Gen Z. They are more skeptical about traditional advertising and expect more from brands than just a message - they want attitude. They expect brands to engage in their passions as much as they do.

And there's one passion that is rising among the younger target in Mexico - gaming. With 50 million gamers, Mexico is one of the top 15 largest gaming countries in the world.

But it wasn't enough to just be where other brands had been. KFC had to put its own twist on the gaming passion, offering something that only KFC could and sparking conversations with a real offer.

Within the most popular video game in the World (FIFA) it was a celebration that seemed to have been created by KFC: the Finger Lickin' celebration.

For a long time brands have been investing a lot of money in advertising into video games. But why pay when your brand is already part of the most popular video game in the world?

Within the many different ways to celebrate a goal on FIFA there is one that seemed to be created by KFC. That’s why with no media investment behind, we decided to ask gamers to give us a ̶h̶a̶n̶d̶ or..a finger. We created Finger Lickin Gol a brand experiences activation on twitter and twitch encouraging gamers to celebrate their goals in the KFC's way to get discounts and rewards.

$0 Media Invested within the FIFA video game.

+25% sales with Finger Lickin Gol coupons.

Growth 11% of consideration in the target

100% Positive Sentiment

+2000 fingers licked in the first 24 hours. More than 25% compared with other promos.