How one of the worlds largest fast food chains used gamification to increase the previous year's sales by 106%!
KFC is the second largest fast food chain in the world, with over 20,000 locations in 123 countries. With such a large and diverse demographic and an ever-changing market, brands like KFC are constantly looking for new ways to engage their audience and keep them coming back.
KFC Japan partnered with Gamify in order to create a marketing campaign that not only informed customers but also incentivised them to try the new line of product through discounted voucher rewards. Read on to see the results.
KFC Japan being well aware that customer awareness of a new product would not be enough to encourage sales, wanted to market their new product in a way that also built excitement around it. Which is why they partnered with Gamify in order to create a marketing campaign that not only informed customers but also incentivised them to try the new product through discounted voucher rewards.
The campaign concept was that Ebi shrimp were taking over the chicken dominated world of KFC, and it was up to the player to defend the KFC castle.
KFC Japan definitely created some noise around the new Ebi (Shrimp)
KFC marketing campaign was so successful that it led to the new product line struggling to keep up with the influx of customers and eventually sold out. KFC, in the end, had to cut the campaign time in half in the hopes of
22% of people who played the game, redeemed their rewarded voucher within a store. The store sales figure increased 106% compared to the previous year.
Avg. Plays Per Person
A month-long campaign ran by a fast food chain in New Zealand, that successfully engaged thousands of unique players and over 29,000 plays.
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