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KFC EXO-M

Mission

KFC targets brand engagement with a key segment, plus driving sales in retail, as the main priorities for their 2015 campaign.

Armed with their brand ambassadors, leading K-pop band EXO, the challenge was set on how these KPIs could be delivered in a compelling and innovative way.

Concept

The solution was to create a cutting edge, 3D dancing game, allowing avid users to unlock exclusive content of their favourite K-pop band.

With 75 levels to play through, players have the opportunity to access; ‘Selfies with the Stars’ photo overlays, animated GIFs for sharing on WeChat and Weibo, as well as the opportunity to be woken by their most wanted band member thorugh an EXO alarm clock.

Developed in partnership with Ogilvy Shanghai, the sales KPI is delivered with a pioneering O2O strategy, allowing users to fast track the unlocking of content through the purchase of EXO-M meals and figurines from KFC outlets.

Result

Launched just after Christmas, KFC玩出味 • EXO-M Edition, had already delivered more than 20 years of accumulative game play within two weeks of launch.