KFC: THE GROWTH OF COLONEL KI

Short List
TitleKFC: THE GROWTH OF COLONEL KI
BrandYUM CHINA
Product / ServiceKFC
CategoryC06. Long-term Strategy
EntrantMINDSHARE CHINA Shanghai, CHINA
Idea Creation MINDSHARE CHINA Shanghai, CHINA
Media Placement MINDSHARE CHINA Shanghai, CHINA
Production MINDSHARE CHINA Shanghai, CHINA
Post Production MINDSHARE CHINA Shanghai, CHINA

Credits

Name Company Position
Bolin Wang Mindshare China Team Lead
Yi Liu Mindshare China Team Lead
Stanley Tao Mindshare China Campaign Lead
Nicholas Short Mindshare China Case Study
Kathy Ren Mindshare China Content Manager
Chandler Liu Mindshare China Content Manager
Collin Du Mindshare China Content Manager
Jessia Zhu Mindshare China Content Supervisor
Yuki Zhao Mindshare China Content
Carey Wang Mindshare China Client Lead
Erika Lin Mindshare China Account Lead
Sara Xue Yum China Client
Chaos Kui Yum China Client
Carol Wu Yum China Client
Clare Zhang Yum China Client

Background

Over the last decade, eSports has become China’s hottest pastime.  As a pioneer in China’s eSports world, KFC needed to transform itself from a sponsor into an organic stakeholder in this world, driving business via the creation of life-time value consumers.