KFC is the undisputed #1 western fast food chain in China, with over 4,500 stores across 900 cities. And they are by far #1 when it comes to their delivery service.

The question posed to us was simple – how do you continue to grow when you’re already #1? How do you continue to bring newer, younger customers into the world of KFC?

Based on the understanding of the business and observation of this audience segment, we sat down with client to set out 3 ambitious goals for this campaign:

- Sell out the 1.2 million combo sets over the 1 month campaign period

- Grow KFC’s customer base by 2%

- Double the online buzz volume of average KFC campaign

And the very first service offered KFC a foot in the virtual door – by offering the world’s first in-game delivery service – with a single click gamers could easily order KFC delivery from within the game. There was no need to switch to the online ordering site or shift attention to their phones – KFC was available right there through the game with one click.

We also stocked up our 1 button delivery ordering service with a special set menu designed for eating one-handed. Bye-bye sticky keyboards!

Supporting this integration was a massive offline effort that included League of Legends themed KFC restaurants across China – this brought the League of Legends experience to the masses. Customers at the restaurants could receive the full League of Legends experience – from cosplay performances to promotional materials.