KFC X GINTAMA – EVERYTHING WILL BE OK!

TitleKFC X GINTAMA – EVERYTHING WILL BE OK!
ClientKFC
Product / ServiceKFC X GINTAMA
CategoryA06. Retail
EntrantISOBAR CHINA GROUP Shanghai, CHINA
Idea Creation ISOBAR CHINA GROUP Shanghai, CHINA
Production ISOBAR CHINA GROUP Shanghai, CHINA

The Campaign

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!

The Brief

Unable to provide due to client’s confidential policy.

Creative Execution

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!

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.

There are 250 million fans in the anime, comics and games community in China, which are also the target young people for KFC. To Compete for the attention of this group, KFC partnered with Gintama which is one of the Top 3 legendary Japanese animes with over 60 million copies sold in history, to create an immersive experience for Gintama audience.

Credits

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
Links
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