KFC - Big Daddy Box Meal

KFC - Big Daddy Box Meal

Viral Game creation in collaboration with BBH

Objective

In collaboration with BBH Naked Penguin Boy created a viral game 'Hunger Strike' for KFC to help promote their Big Daddy Box meal

KFC has been loosing out at lunchtime since it is often perceived as too messy and somewhat indulgent for a weekday lunch. The choice of where to buy food is immense Subway, Gregg's, coffee shops etc. thus, making it increasingly tough for KFC. We needed to remind people what's new and different about KFC's lunch options and inform burger eaters about the huge new 'Daddy Burger'

Target Audience

The target market was men in their 20's or 30's with manual demanding jobs or just big appetites who appreciate the fast growing online game genre.

Strategy

At the time this target market was having a foot-long sandwich from subway or a McDonald's meal with an extra burger on the side. The campaign created the idea of killing off all hunger pangs and suggesting that the Big Daddy meal is the secret weapon for keeping going non stop until dinner. While others lag in the afternoon, you can power on through and overtake them if you've had the Big Daddy Meal for lunch.
The game followed a Tower Defense style, a popular genre in the gaming community where users were able to fight off the evil hunger pangs using Big Daddy Meal products as the Hunger Pangs raced through your stomach trying to reach your brain.

Results

The target for a 6 week campaign was to reach 125,000 game plays but over the course of the campaign we achieved 1.5 million game plays. The game was left live on certain sites after the end of the campaign and it has achieved more than 4 million game plays to date, an average of 1 million a month.

Related Links:

http://www.nakedpenguinboy.com/clients/bbh/kfchungerstrike/