Tom Wilson

MOBILE APP

We knew the fastest way to build incremental sales and mobile engagement was to create a mobile order and rapid pick up app. The user would start by selecting who they would be eating KFC with from their contacts list.

Once the diners had been chosen, a text was sent to them with an link to the order page.

After all diners put their order in, the user can see the entire order then choose the nearest KFC to go pick the order up. The US CMO loved it when we presented the concept. Unfortunately, the US market isn't on the same computer system and couldn't support the technology. He let us present it to the Global CMO who also loved it. Four months after presenting, the first KFC mobile ordering app went live in Australia. A few months after that, Singapore also picked it up. To this day, KFC US still has no mobile ordering app. 

FACEBOOK GAME

Back in the day, gamification on Facebook was a good way to increase engagement.  We created a racing game that would keep people coming back to the KFC FB on a daily basis. Kind of like a flash sale, Bid For A Bucket, would pop up a random times of the day. The premise? First person to get the number of people required for a specific meal would win it. 

Once you invited people to play, they would receive a notification to respond on FB that they were part of your team. 

Participants would post on your comment that they were in and first team to collect the number of friends they were going for, won.

MOBILE/SOCIAL LOYALTY

Knowing franchisees aren't fond of giving food away for free, we created a digital loyalty program. When someone would buy a bucket of KFC, there would be a QR code. 

The QR code led them to page that counted the check-in at their bucket of chicken. They could then say they were sharing that KFC with friends of theirs. 

This would automatically populate in your FB feed. After you check-in ten times, the eleventh bucket was free. 

Over the course of the month, the check-ins would accumulate and the top 20 cities would show up on the KFC FB home page as the KFC capitals of the month.