To promote the Zinger chicken sandwich using KFC’s eStore, we created a $20,000 meteorite in the shape of a Zinger sandwich.

The introduction of the Zinger meteorite coincided with the launch of KFC Ltd., generating earned coverage for both the eStore and the meteorite itself.

We then used Facebook ads to promote the meteorite by specifically targeting people interested in rich people things, like costly champagne brands, luxury goods, and gemstones. We also targeted people with “executive” in their job titles or those who were connected to the Facebook page of a luxury automobile manufacturer.

In a crazy twist, someone actually paid $20,000 to buy the meteorite—a vegan couple in New York City. The couple had spent time abroad (where the Zinger is immensely popular) and were nostalgic for a time when they were able to eat the Zinger, since they couldn’t now as vegans.

While we had a very specific objective—selling the meteorite—we knew it would be a challenge given its high cost and outrageous premise.

But despite a limited production budget (essentially the cost of the raw meteorite material, which we made back upon sale) and limited paid support on social, we were able to generate far more earned coverage than expected, in places like Thrillist, the New York Post, Mashable, and Foodbeast.

Not too bad for an idea that paid for itself.