As a mature fast food brand, KFC has been committed to launch cross-border marketing plans by the use of cool technology products in recent years. The brand aims to transform its original brand image by injecting technology DNA.

Chinese young people enjoy the convenience brought by various technology, and KFC has a first-mover advantage in the field of cool technology. If you can combine the insipid technology with entertainment elements, which teens are interested in, and produce a “technology+ entertainment” reality-competition program, it will stimulate Chinese young adult’ passion, and show the charm of KFC cool technology.

With the inspiring technology show, Clash bots, as the main marketing medium, KFC transformed its high technology to the fashionable and unique K- technology. KFC created a character, Colonel K, with a warm and high- tech figure, and derived a series of KFC cool technology products to achieve rebranding.

From March 29th to June 23rd in 2018, Clash Bots launched in the national scale. KFC created a future consumption environment, brought unmanned dessert stations and robots- making fried chickens to audiences. Meanwhile, the IP of Clash Bots derives to offline. KFC unmanned dessert stations and AI voice ordering system appeared in the reality, approached to the teens and young adults.

The total number of views for Clash Bots was nearly 1 billion. The number of Weibo topics read exceeded 2.19 billion and the discussions reached more than 6.049 million. The stylized and high-tech brand image of KFC dramatically impressed all the audience. When the first KFC unmanned dessert station was officially unveiled, it subverted Chinese young people’s thoughts for traditional fast food, and successfully helped KFC to transform its original brand image into high- tech band image.