Since the new initiatives advocated for art and cultural exchanges between the East and West, more and more young people are gaining a strong sense of pride in their country’s culture. As a hub for young people, KFC China has been committed to stimulating the vitality of youth culture and innovation, through various crossover collaborations with different industries.

Offline: we held a grand press conference in the national museum to officially announce the launch of the campaign.

Online: a series of engaging dynamic posters and contents about the national treasure were posted on social media which enhanced the popularity among young people. We used modern languages to translate the traditional festive scene more vividly. By leveraging their “influence” among young people, celebrities and KOL were invited to promote the campaign on social media.

It was getting more interactive thanks to an online multiplayer avenue. The campaign was released simultaneously not only in themed KFC stores, but also high traffic metro stations and the National Museum of China. Using their mobile, consumers could pick their own characters on an online multiplayer avenue. And everyone could see their customized interactive content on the screens.