KFC India has launched its maiden digital only campaign, aiming to bring alive the Krushers experience for net-savvy teenagers across the country. The company has come out with a Facebook initiative called ‘Krushers Komics’ and a digital video channel on YouTube to drive the campaign further.
The initiative allows the facebook users of KFC to input graphics such as pictures, names and a couple of favorite catchphrases into a storyline to form a graphics novel which can be shared with other users.
KFC claims that the application has seen 17,000 consumers creating their own “Krushers Komics” within seven days of its launch. Each day, the best male and female entries will get a print version of their novels as memorabilia. While weekly winners will get the opportunity to win an Xbox 360.
Apart from facebook, KFC has created a digital interactive brand channel – Krushers Time on YouTube. A user has to liberate two teenagers by dragging them to a Krusher from the bar above and then events unfold based on the flavor of the Krusher selected.
"With the launch of a dedicated social media campaign for Krushers, we are taking forward our journey of fan engagement on digital platforms to the next level. The youth of today, our core TG spends most of their time online and our initiatives in the past like "Currycature', 'KFC Wow' and 'Design Your Own Bucket' have done very well for us.
Going forward, we are hoping to achieve deeper engagement with more and more consumers, making KFC the Most Social QSR brand in the country," said Tarun Lal, KFC India and Area Countries GM.The company is focusing on digital and social media platforms having launched campaigns like the KFC WOW mobile app, Currycature, and the Design Your Own Bucket application.