SNACK! IN THE FACE

TitleSNACK! IN THE FACE
BrandKFC AUSTRALIA
Product / ServiceKFC
CategoryA06. Mobile Games
EntrantOGILVY & MATHER Sydney, AUSTRALIA
Entrant Company OGILVY & MATHER Sydney, AUSTRALIA
Advertising Agency OGILVY & MATHER Sydney, AUSTRALIA
Advertising Agency 2 DT DIGITAL Melbourne, AUSTRALIA

Credits

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

Creative Execution

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.

Links

Mobile URL   |   Additional URL 1