Discover the Colonel’s Snapchat secret on high streets
UK Snapchat users will now be able to take a selfie with the almost-mythical founder of KFC, Colonel Sanders, in a campaign blending outdoor, digital and mobile.
The out of home advertising campaign planned and executed by Blue449 and Posterscope, with creative by BBH, sees real world ads feature codes that will unlock a specially-branded KFC filter featuring the colonel.
Representing the first time the snap to unlock feature has been used on OOH sites in the UK, the campaign builds upon KFC’s sponsored Geo-filters.
In addition to the code featuring on OOH buys, KFC packaging will also invite Snapchat users to use the filter – with the app serving as a suitable platform to generate buzz among users.
Joshua Benge, KFC social media manager, said: “Our younger fan base spend a huge amount of their media time on their mobile devices when they are outdoors so we looked to combine the two. This is a fun and engaging way for us to extend our previous in-store Snapchat campaign. By unlocking the secret filter, people can have fun with the Colonel and share the moment with their friends.”
Lewis Starnes of Blue 449 added: “Our Snapchat Geofilters have been a great way to reward and entertain our younger consumers and also enhance the in-restaurant experience. As the OOH format most seen by teens across the UK, our kiosk holding is the perfect vehicle to explode usage of our Colonel selfie filter and surprise and delight youth audiences at scale across the UK.”
“Touchpoints shows us that 99% of smartphone owners use the internet on their phone while OOH during the week, so this campaign taps into current user behaviours. Moreover we know from our past campaigns and Outsmart research that OOH boosts mobile performance so this campaign will take an interesting look specifically at OOH’s effect on social performance” , Brad Gilbert, strategy Account Director, Posterscope.