This KFC India Campaign Was Made to Promote Its 'Nashville Chicken'
Riley von Niessen — February 2, 2017 — Marketing
References: kfc & designtaxi
This new KFC India campaign was devised to promote the launch of the fast food chain's new 'Nashville Chicken.'
As humans are known to have incredibly short attention spans, the brand decided to harness their lack of ability to concentrate to challenge them. After interviewing passersby in a mall, the company invited them to try and open a box using just the power of their minds. To do so, they used a device called 'Neurosky' to analyze each person's level of concentration on a scale of one to 100. Whenever a participant's concentration level hit 100, the box would open, revealing the Nashville Chicken.
With this KFC India campaign, the fast food brand appealed to consumers who are aware of their lack of concentration by inviting them to try and focus their thoughts so they could win a prize. While many failed to hit 100, one participant won a ticket to Nashville and another was rewarded with a year's supply of KFC.
As humans are known to have incredibly short attention spans, the brand decided to harness their lack of ability to concentrate to challenge them. After interviewing passersby in a mall, the company invited them to try and open a box using just the power of their minds. To do so, they used a device called 'Neurosky' to analyze each person's level of concentration on a scale of one to 100. Whenever a participant's concentration level hit 100, the box would open, revealing the Nashville Chicken.
With this KFC India campaign, the fast food brand appealed to consumers who are aware of their lack of concentration by inviting them to try and focus their thoughts so they could win a prize. While many failed to hit 100, one participant won a ticket to Nashville and another was rewarded with a year's supply of KFC.
Trend Themes
1. Short Attention Spans - Opportunity for businesses to create engaging campaigns that capture the attention of consumers with short attention spans.
2. Mind-controlled Experiences - Potential for businesses to leverage technology and create interactive experiences that utilize brainwave analysis for user engagement.
3. Gamification of Marketing - Businesses can explore gamified marketing strategies to increase customer participation and brand awareness.
Industry Implications
1. Fast Food - Fast food chains can utilize creative marketing campaigns to stand out in a competitive industry.
2. Technology - Opportunity for technology companies to develop innovative devices and software that enable mind-controlled experiences.
3. Travel and Tourism - Promote travel destinations or experiences by offering exciting giveaways and prizes through engaging campaigns.
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