A World Cup with Fried Chicken | Latest Work- 大数跨境

A World Cup with Fried Chicken | Latest Work

电通创意

2023-08-21

导读：KFC designed board-game cards themed on a glossary of football terms to make the Qatar World Cup a c

The World Cup show is on every four years, and no football fan, even the bandwagon ones, will miss it.

The glossary of football terms, from “offside” to “free kick,” “handball,” and more, is often used as a guidebook to identify the bandwagon fans from the die-hard ones.

However, when football meets fried chicken and board-game cards, KFC unlocks the best World Cup for bandwagon fans and all.

CHALLENGE

CHAMPION THE WORLD CUP

2022 Qatar World Cup has captivated audiences worldwide.

Brands who want to join the celebration need to find the intersection of their products and the match to create a unique brand moment.

STRATEGY

TO ENGAGE WITHOUT INTERRUPTIONS

For all the bandwagon fans, the World Cup is a perfect occasion for food and socialising with friends.

People used to play board games while watching football games, and we wanted to add fried chicken to create a shared experience for all to celebrate the World Cup with KFC.

CREATIVE

GAMES AND MATCH WITH FRIED CHICKEN

KFC launched a set of board-game cards combining fried chicken with a glossary of football terms, allowing everyone to be a true insider of the World Cup while watching games and enjoying foods.

During the Qatar World Cup, people can get the limited-edition board-game card for free upon the purchase of a KFC fried chicken bucket.

MAKE KFC CHICKEN YOUR GAME GADGETS

Hat-trick =

Three penalty-free chances

Diving =

Lying down to play this round of game

Handball =

Eating chicken wings without using your hands

Drawing lots ceremony =

Whoever picks the shortest fries will perform a cheerleading dance

Offside =

Using your mouth to catch the chicken popcorn tossed by your opponent

Scored-twice =

Free food for you and bills on your friend

Penalty kick =

Appoint someone to take the penalty for you

Free kick =

Customise a special drink for your friend

RESULTS

A CARNIVAL FOR ALL

Thanks to those creative netizens who played KFC’s board-game cards out of the box, a large pool of innovative UCG contents made the World Cup a carnival for all.

1.1M

“World Cup Fried Chicken Buckets” sold out

UCG contents on Little Red Book