| Title | KFC: COLONEL KI'S COLLECTOR CARDS |
| Brand | YUM CHINA |
| Product / Service | KFC |
| Category | B04. Live Brand Experience |
| Entrant | MINDSHARE 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 |
| 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 | Account Director |
| Chandler Liu | Mindshare China | Content Manager |
| Collin Du | Mindshare China | Content Manager |
| Jessia Zhu | Mindshare China | Content Supervisor |
| Yuki Zhao | Mindshare China | Content |
| Keith Guo | Mindshare China | Content |
| Carey Wang | Mindshare China | Client Lead |
| Erika Lin | Mindshare China | Client Lead |
| Sara Xue | Yum China | Client |
| Chaos Kui | Yum China | Client |
| Carol Wu | Yum China | Client |
| Clare Zhang | Yum China | Client |
| Stacy Yuan | Mindshare China | Case Study |
Back in 2018, KFC created Colonel KI (KFC-AI) – KFC’s AI persona in-game for predicting League of Legend winners. The algorithm in the form of Colonel KI was capable of giving out real-time predictions on who would win a match based on game stats. The AI predictor proved to be so highly accurate that fans went crazy for it, and it became League of Legends’ “Paul the Octopus” IP owned by KFC. Each year, gamers had come to expect more from the pioneer Colonel. In 2021, the World Championships of the globe's No. 1 eSport, League of Legends, were relocated from China to Iceland just one month prior to its start. Millions of Chinese fans’ interaction with the tournament was suddenly limited to online, while the move also pitched fans of the four participating Chinese clubs against each other, creating challenges for KFC to appeal to a united eSports audience.