BACKGROUND AND CONTEXT:

KFC is one of the most successful restaurant chains in China. A constant stream of innovation helped the brand win with younger consumers, building relationships with over 440 million members. Young consumers stopping by to enjoy a burger with friends was a key driver of revenue.

But technology- and teenagers- never stand still. By 2022, young consumers had lost the KFC habit. China’s extended lockdown had accelerated a shift to delivery. Younger customers were spending more time socialising online and less with friends in the real world.

Gaming was the new going out, the metaverse the new shopping mall. How could we re-engage a generation spending their time and money in extraordinary virtual environments?

THE CREATIVE CHALLENGE:

We needed to engage Gen Z where they lived; in the worlds of gaming and social networking. Both to maximise our shared of online sales, and to remind them why they loved hanging out at KFC for when the world re-opened.

But the metaverse is littered with failed brand activations.

One key insight kept us on track: for this generation there is no disconnect between the real world and the virtual one. Virtual merchandise and virtual hangouts are as valuable as those in the real world.

THE SOLUTION:

This insight shaped three key principles:

Make it Social: Gaming is about social connection as much as gameplay; we needed to design an experience where users would want to hang out, spend time and connect with friends.

Make it Shoppable: Virtual assets matter as much as real world style. We needed virtual merchanside that would ooze desirability.

Make it Seamless: We wanted as seamless a connection as possible between the real-world stores and the virtual experience.

THE EXECUTION:

The KFC Re:Store was born, a fully shoppable experience at the intersection of craft, innovation and commerce.

Using Unreal Engine 4 technology, we created a brand new virtual store experience hosted on China’s most popular platform for younger audiences, QQ. We captured everything our Gen Z audience loved most about the in-store experience and turned it up to the max.

Working with a Gen Z creative team, we learned how to show up authentically in their world and stay true to our principles.

We Made it Social: Users could dance, play, and hang out with friends and a virtual Colonel Saunders (the first non-player character on the platform). We renewed KFC’s cultural relevance, reaffirming its role in the lifestyles of today’s youth.

We Made it Shoppable: We designed virtual merchandise, furniture, pets and even our own Chicken Coin currency- another first- which users could earn to pay for their virtual goodies.

We Made it Seamless: We created a seamless connection between the virtual store and the real world. In a world first for the platform, users can order in the metaverse for delivery in the real world. At key moments like Christmas, New Year and Graduation, we crafted interactive ceremonies that brought young consumers together to celebrate with unique merchandise and activities.