Blink Digital unveils KFC’s new product in India

20 Dec,2016

By A Correspondent


Digital agency Blink Digital has devised a gamified route for launching KFC’s latest product from America, here in India. By creating a microsite, the digital agency took gamification to the next level by asking participants to unlock the biggest secret to discover KFC’s latest product launch. The objective behind creating the microsite was to enable secrecy and build hype around the launch of the product. The campaign titled ‘America’s biggest secret’ saw over 50,000 registrations within three days of its launch.


Speaking about the campaign, Dooj Ramchandani, Co-Founder & Creative Director, Blink Digital, said, “With time and attention at a premium, consumers are increasingly looking for fun and engaging activities that can offer add-on achievements. With this campaign, we wanted to challenge our consumer to be an agent and uncover ‘America’s Biggest Secret’ while fostering a more meaningful connection to the product being launched.”


Added Luiz Ruiz Ribot, KFC India’s Chief Marketing Officer: “In order to create intrigue around a new KFC launch, we created a unique game based on the current fascination towards all things American, from the oval office to Hollywood. At the end of the game, consumers discover that the biggest American secret being revealed is a cult-like following chicken recipe from Nashville which we are now launching in India. This interactive way of pre-launching KFC’s new Nashville chicken is truly addictive and a great way of keeping users hooked.”


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