In 1957 KFC invented chicken basket. It has changed a lot since then, so to celebrate the anniversary of this legend the brand produced a limited amount of steel baskets in original design.

They were sold in restaurants in addition to the standard chicken, but people were not getting it: why do you need your own basket to go to KFC? The point that it gives you a 30% discount on chicken for the rest of the year didn't seem to help...

The idea of buying an empty steel bucket and going to the restaurant with it seemed confusing. And we decided to refer to professionals in the area of selling even more confusing goods: the TV Shopping channel production team.

There is nothing as absurd and fun as TV shops with their excessive enthusiasm, “wonderful” products and phrases and techniques that have been worn out over the years. And we decided to make fun of it along with KFC fans!

For those, who love KFC chicken so bad they can eat a whole basket alone, we turned the communication upside down. We were not selling chicken; we were selling the way of consumption. A souvenir.

We copied the basic features of the TV format and brought them to the point of absurdity, in order to reinvent TV Store in a form that is relevant to our audience.

We announced our activation in social media to warm up the audience, but we did not reveal the product we were going to sell until the last moment.

We used the real TV Shopping studio and TV hosts, they were joined by a famous comedian as their guest. It was a live stream, with just 10% of the content recorded before the stream.

90 000 people watched “KFC TV Shopping” during one hour of live streaming. And even after it ended, people came to see and review the video. As by December, the video has 546,000 views of fully organic reach, which is more than 20 times the average organic coverage of KFC Vkontakte videos.

Audience engagement - 1789 comments on the live broadcast. We captioned them during the streaming and the presenters responded to them. Even the weirdest ones.

35 043 000 media impressions.

We changed the perception of the basket as a product - for the audience that was not impressed with rational arguments, we used emotional ones.

Finally: the entire stock of baskets was sold in two days, instead of two months!