Every January, KFC starts off the year with a discount season. The problem is every single one of our competitors does the same. Young people are used to ignore these offers. The challenge was to get young people interested in our discounts, increase sales, and strengthen our brand’s positioning while activating them in a fun way, without interrupting their day to day.

KFC wanted to create a new way to hand out these discounts directly to the youngsters it targeted.

KFC decided to hijack Fortnite and make gamers chase its discounts.

Instead of KFC chasing them, we got gamers hunting down our discounts.

Fortnite is the most popular game throughout the younger gaming community in Romania. We chose the best and most famous Romanian Fornite streamers and made them change their avatars’ names into KFC discount offers, from 60% to 100% for a day.

All gamers had to do was join our game and shoot one of our influencers’ avatars and instantly win that KFC discount, which they received in a private chat, on Discord. We changed the way they played Fornite. Instead of hunting each other, they all started to hunt our discounts. The experience was awesome for everyone involved: gamers got to chase down their favorite influencers and win KFC and influencers got the “level 1000” version of the game. Being hunted by everyone.

For discount seasons such as this, KFC targets the younger demographic, from 16 to 25 years old, particularly due to its products’ low price point. The promo aimed to make the gaming experience better for everybody, not to ruin or interrupt it

1 in 2 Romanian youngsters are gamers. Using this strategy, we attracted both gamers and watchers by entering their gaming universe in fun and disruptive way. We brought KFC discounts inside games so we can directly give them to our wanted audience.

We partnered up with the biggest gaming hub in Romania to create this gaming event. The activation was centered around one main event day, where the KFC streamers invited gamers, through their streams, to join the Fortnite matches and hunt them down.

Prior to this event, we had three weeks of promotion where the streamers started referring to themselves as KFC discounts to tease the big game day. They invited their fanbase to come and see if they could beat them in a match and win KFC. On game day, each player that killed one of our discounts would receive a KFC voucher instantly. We gave them out on a private chat, in Discord, the platform where gamers talk.

KFC changed how gamers played Fortnite. Instead of them fighting against each other, they teamed up to hunt our players. It was a new gaming experience for both influencers and gamers.

Over 700.000 viewers

11.000 players signed up

#7 Youtube trending video

We sold exactly the same as with our previous campaign, but with only 7% of the media spend

Gamers replicated our game mechanic with their own prizes.