| Title | KFC X GINTAMA – EVERYTHING WILL BE OK! |
| Brand | KFC |
| Product / Service | KFC X GINTAMA |
| Category | D05. Multi-channel Experience |
| Entrant | ISOBAR CHINA GROUP Shanghai, CHINA |
| Idea Creation | ISOBAR CHINA GROUP Shanghai, CHINA |
| Production | ISOBAR CHINA GROUP Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Chris Chen | Isobar China Group | Chief Creative Officer |
| Henry Tsai | Isobar China Group | Executive Creative Director |
| Britney Pai | Isobar China Group | VP, Entertainment Marketing Solutions |
| Kelly Lin | Isobar China Group | Product Development Director, Entertainment Marketing Solutions |
| Ken Yao | Isobar China Group | Art Director |
| Cindy Lee | Isobar China Group | Deputy General Manager, Account |
| Monica Chi | Isobar China Group | Business Director |
| Cindy Lu | Isobar China Group | Account Director |
| Fang Chou | Isobar China Group | Associate Creative Director |
| Katie Kang | Isobar China Group | Copywriter |
| Alvin Huang | Isobar China Group | Chief Executive Officer |
| Maggie Chen | Yum China | Senior Marketing Director |
| Lynn Zhang | Yum China | Associate Director |
| Jetty Zhu | Yum China | Senior Marketing Manager |
KFC has broken barriers for all previous collaborations with IPs. They targeted young people through the 250 million fans in the anime, comics and games (ACG) community. In collaboration with Gintama – one of the top three Japanese animes, KFC launched exclusive content, products and themed stores that fully integrated the brand and IP to allow fans to live their culture. We leveraged the leads’ office in Gintama named "Yorozuya" to represent the IP, and created new episodes where the fictional Yorozuya was moved to a KFC China store where the three leads started new stories. Besides exclusive content, you could step into the Gintama world at an exclusive KFC themed store where you could get exclusive products like Gintoki-san Okinawa Sea Salt Ice Cream, or get the same experience on the KFC Super APP Second Floor!
To bring the fictional world of Gintama to the real world, KFC creative team partnered with Gintama Production Committee, launched exclusive content, products and themed stores customized to the Gintama audience. First of all, exclusive episodes, where the 3 Gintama leads opened their office Yolozuya inside a KFC China store. Secondly, exclusive product. Based on the lead of Gintama - Gintoki Sakata has a sweet tooth - this along with his unmistakable silver hair, inspired the launch of a special sea salt ice cream, named Gintoki-san Okinawa Sea Salt Ice Cream. Last but not the least, customers get the opportunity to step into the Gintama world at a KFC through their brand-new themed stores. In the meantime, they can get the same experience on the KFC Super APP Second Floor!
This full cultural immersion has attracted a number of fans rushing to KFC stores for Gintama’s “Everything’s OK” set meal and sea salt ice cream. The addition of added value products led to even greater popularity. Meanwhile, the ACG community was flooded with the UGC created by enthusiastic fans which included Gintama cosplay. Over 10 million Gintoki-san Okinawa Sea Salt Ice Cream were sold out in just 3 weeks.