Thursday, January 24, 2008

KFC's Super Bowl XLII marketing campaign - flying without a feather?

The upcoming Super Bowl XLII is a marketeer's dream arena.
Sponsors fork out big bucks to get themselves noticed - Fox is charging a record $2.7 million for each 30-second slot.
But one company launched a clever marketing campaign linking its name to the event without spending much money.

KFC Corp., is known for its creative (some would say: wacky) promotions over the years.
For the Super Bowl, it cooked up a clever one to promote its hot wings.
If a player or celebrity performer does an impromptu chicken dance in the end zone or on stage during the Super Bowl on Feb. 3, KFC will donate $260,000 to a charity in the name of that person. The person must perform at least three seconds of the "wing flapping" portion of the chicken dance, and only one donation will be made, according to a news release.
The donation will be made to the KFC Colonel's Scholars Program, a charity that provides scholarships to high school seniors planning to attend a public in-state college or university.
Also, people across the country can visit to upload their own chicken dance videos in the hope of winning a Super Bowl party.

"Talk about an offer worth showing off your Hot Wings for: this could be a great dance performance benefiting charity," said James O'Reilly, chief marketing officer for KFC.
"This will continue KFC's tradition of 'marketing first' promotions. We really hope someone shows the world his 'hot wings.'"

KFC is not an official sponsor of, or affiliated or associated with, the National Football League, the big game, or any other football-related entity.
KFC is not the only saves big time on sponsoring, but also on its PR.
Inviting the public to submit their videos is part of the recent consumer-generated media trend.
It's the ultimate low-cost/high-result strategy.

Just look at the following examples.
Lay's Doritos asked consumers to upload 30-second videos praising its chips, they received more than 1,000 entries. They picked two winners that aired as Doritos ads.
This year, Doritos invites musicians to submit original songs at
The song that wins online voting will air as a 60-second music video in the Super Bowl.

Considering the popularity of these campaings, they are here to stay - at least for now.
It is a win-win situation - the company saves big time on their PR budget and participants get a shot as their 15-minutes of fame.

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