Fast food restaurant chain, Kentucky Fried Chicken (KFC), has been synonymous with satiating people's taste buds with delectable offerings on its menu. For the same, it has taken to advertising its foodie offerings, time and again, through various kinds of media campaigns.
This time around, KFC has taken an unusual route of popularising its yet-to-be-announced new product by having partnered with Blink Digital, a full service digital agency, which has launched KFCConfidential.com, an exclusive website, created for the purpose, which can be accessed only by one person at a time, for 30 seconds only. 150 visitors who access the website will stand a chance to win private passes to KFC's exclusive pre-launch event slated this week. The product will be launching on December 18 and it will be available nationally.
The campaign which has begun with its first phase on December 12, will be advertised across digital, TV, print etc. and will continue for the next two months, claims to have created nine million impressions across social media platforms.
"We are committed to delivering campaigns that are driven by deep human truths. As experiences are becoming increasingly ubiquitous, consumers are on a constant lookout for newer ways of engagement. With KFC Confidential, we followed a philosophy of 'less is more'. Instead of bombarding consumers with product advertisements, we decided to keep this campaign aspirational and use a pull approach rather than a push one. The website has no product images; in fact, it doesn't even have the product name. The response it has received so far has been tremendous.says Dooj Ramchandani, co-founder and creative director, Blink Digital.
The website claims to have already recorded over 28,000 users waiting in line for over 5,100 hours to access the website.