Title | SNACK! IN THE FACE |
Brand | KFC AUSTRALIA |
Product / Service | KFC |
Category | A06. Mobile Games |
Entrant | OGILVY & MATHER Sydney, AUSTRALIA |
Entrant Company | OGILVY & MATHER Sydney, AUSTRALIA |
Advertising Agency | OGILVY & MATHER Sydney, AUSTRALIA |
Advertising Agency 2 | DT DIGITAL Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Shaun Branagan | Ogilvy | Creative Director |
Andrew Grinter | DT | Creative |
Lee Spencer/Michaelsen | DT | Creative |
Jarrod Cope | DT | Senior Interactive Developer |
Callan Rowe | DT | Designer |
James Deacon | DT | Creative Director |
Scott Chalcraft | Ogilvy | Business Director |
Damian Smyth | DT | Group Account Director |
Sarah Faraday | Ogilvy | Group Account Director |
Mark Sareff | Ogilvy | Chief Strategy Officer |
Adam Beaupeurt | DT | Strategy |
Pippa Kulmar | Ogilvy | Strategy |
Sarah/Sophie Lang | DT | Production |
Nikki Lawson | KFC | Chief Marketing/Development Officer |
Valerie Kubizniak | KFC | Marketing Director |
Angela Richards | KFC | Marketing Director/Individual Meals |
Lesley Bridge | KFC | Group Marketing Manager/Group Meals |
Adam Draper | KFC | Marketing Manager/Individual Meals |
Eva Tran | KFC | Marketing Manager |
Craig Hannan | KFC | Marketing Assistant/Individual Meals |
This mobile app cures boredom and defeats hunger with the flick of a snack. Players rescued snacks from the evil Professor-Snackbot by launching them into the Colonel’s mouth They could then complete daily challenges and be rewarded with KFC snacks which were easily redeemed in store. After creating our own media through the Snack! in the Face platform, we used only digital media to seed and amplify. Moving from ‘paid digital media’ we engaged YouTube video bloggers and used their reviews and participation to build an immediate audience. Sponsored posts supported this, and direct YouTube pre rolls. This approach allowed the game to gather endorsement and recommendation across the web.
THE RESULTS *Number 1 app after only 4 days on iTunes. *Stayed in Top 10 for 4 weeks (Pretty awesome when you’re up against Candy Crush and Flappy Birds) * 97 million minutes of game play * Sales up by 21%. * 325,000 downloads
THE PROBLEM KFC was the last place kids were going for snacks.The fridge, vending machines, 7-11 were all more convenient. We needed to force a behavioral change and get teens to go out of their way and make the trip to KFC to reverse the sales decline. THE SOLUTION Teens are always hungry, bored and on their smartphones. Why not mash up all three and feed their appetite for snacks, fun and gaming. Snack in the Face - the app that fed teens’ appetite for snacks was a fun engaging game that allowed players to win free KFC snacks.