KFC's #ViteUnKFC Helped Fans Accelerate Construction
Laura McQuarrie — June 20, 2016 — Marketing
References: kfc.fr & adsoftheworld
To get people on social media excited about the opening of a new KFC restaurant opening, the 'Social Opening' campaign was created to help fans reduce the time until the eatery could be officially opened.
The campaign began by displaying an initial opening date over the new KFC restaurant and inviting people to use the #ViteUnKFC tag across social media to reduce the wait times. The more active people became on social media, KFC followed up by adding an extra worker to the project in order to bring construction to a close quicker.
In total, the #ViteUnKFC hashtag was used more than 3,200 times, which helped KFC to reach an audience of about 320,000 users on Facebook and 411,000 people on Twitter. Best of all, fans of KFC really felt that they were included in the opening of the new restaurant.
The campaign began by displaying an initial opening date over the new KFC restaurant and inviting people to use the #ViteUnKFC tag across social media to reduce the wait times. The more active people became on social media, KFC followed up by adding an extra worker to the project in order to bring construction to a close quicker.
In total, the #ViteUnKFC hashtag was used more than 3,200 times, which helped KFC to reach an audience of about 320,000 users on Facebook and 411,000 people on Twitter. Best of all, fans of KFC really felt that they were included in the opening of the new restaurant.
Trend Themes
1. Social Openings - Creating marketing campaigns that involve customers in the opening process of new restaurants through social media can boost engagement and create excitement.
2. Hashtag Incentives - Utilizing a branded hashtag and offering incentives to customers who share their experiences on social media can increase brand awareness and engagement.
3. Crowdsourced Construction - Involving customers or fans in the construction process of new restaurants can create a sense of ownership and involvement, potentially leading to increased loyalty and word-of-mouth marketing.
Industry Implications
1. Fast Food - Fast food restaurants can utilize social media and customer involvement in the opening process to create excitement and engagement with their brand.
2. Hospitality - Hotels or resorts can involve customers in the construction process of new buildings, potentially creating a sense of investment in the project and increased loyalty.
3. Retail - Retail companies can leverage social media and branded hashtags to incentivize customers to share their experiences and potentially increase brand awareness and engagement.
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