KFC Transforms Online Video Content into Television Ad Spot in Time for the Big Game
Fans Sit in the Driver’s Seat for the #HowDoYouKFC Brand Movement
LOUISVILLE, Ky., January 17, 2014 — Due to overwhelming consumer support for an original #HowDoYouKFC film starring X Games Moto gold medalist Bryce Hudson, a different kind of television ad is launching today— straight from everyone’s favorite fried chicken brand.
As part of the #HowDoYouKFC movement launched earlier this month, KFC developed a film featuring Hudson doing the world’s first backflip while eating chicken – a KFC Go Cup featuring Extra Crispy Tenders. The video – originally intended solely for online placement – has generated more than a half-million views within its first two weeks online, and reached #6 on Unruly Media’s Viral Video Chart. These numbers continue to climb as the video is shared via social media. Today, as the video continues to go viral, KFC will transform the piece into a full-on prime-time television spot. This further exemplifies KFC’s commitment to celebrating the real, authentic connections that fans have with the brand and its delicious food.
“So much of the #HowDoYouKFC movement centers around our fans,” said Jason Marker, General Manager for KFC U.S. “We want to stay nimble, listen to our fans, and give them what they want. When we saw that the Bryce Hudson video was quickly emerging as a fan favorite, we wanted to make it even bigger— and put it on TV.” KFC will air the video as a television advertisement beginning this evening during prime-time. The spot will continue to air on FOX throughout the playoffs and the day of the big game.
The Bryce Hudson video epitomizes how fans can have fun with the KFC Go Cup, which was launched by the brand last year. Draftfcb Chicago created the video after consulting with a Hollywood stuntman to determine the most extreme situation for the KFC Go Cup. At first, the team wasn’t sure how far they could stretch the stunts— but when they contacted professional FMX rider, X Games gold medalist and southern California-based stunt man Bryce Hudson, he was not only confident about it, he was ecstatic.
“I knew the backflip would be possible right off the bat,” said Hudson, “I was so excited to join the #HowDoYouKFC movement with the world’s first chicken-eating backflip because I could enjoy two of my favorite things at the same time. It doesn’t get much better than that.”
According to Draftfcb Chicago’s in-house production team, when Hudson invited them to his private practice facility for the shoot, the successful flip was captured within the first two takes. Falling in line with the rest of the #HowDoYouKFC campaign, the shoot was raw, with a video crew of just four people.
Based on the initial success of this video and others like it— namely a #HowDoYouKFC streetball film titled “The Professor,” also featuring the KFC Go Cup— the brand will continually evaluate options for fan-driven videos throughout the campaign. Whether the next video to make it to prime-time is a “Go Cup Backflip” sequel or a user-generated piece of content, KFC is committed to keeping its fans at the forefront of the #HowDoYouKFC movement.
KFC launched its integrated #HowDoYouKFC movement at the beginning of January 2014. The movement includes revamps for point-of-purchase displays, uniforms, packaging, in-store greetings, digital and social assets and all other consumer touch points to include #HowDoYouKFC messaging. Fans can participate in the movement by uploading photo or video content via Facebook, Twitter, Instagram or Vine, using the hashtag #HowDoYouKFC. The Go Cup Backflip and other #HowDoYouKFC films can be found at www.kfc.com or on the brand’s YouTube page: www.youtube.com/kfc.