• The campaign generated over 9.6 million impressions and 740,000 interactions on Twitter in its first 48 hours

  • More than 1,000 people from all over Spain drew the KFC logo on their dust-covered cars to get free fried chicken on campaign launch day

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MADRID, March 30, 2022 /PRNewswire/ — Two weeks ago, a massive dust storm swept over Europe of the Sahara Desert has completely covered several countries, including Spain, in the dust. Its cities woke up to orange skies, with all the cars parked outside completely covered in dirt. KFC Spainwith its partner creative agency PS21took advantage of the situation to launch their latest real-time marketing campaign, in which they made the car their own communication channel, becoming the iconic image of the campaign.

It all started with a Twitter post where the brand encouraged Spaniards to draw the KFC logo with their hand on their “breadedcars to get two free Original Recipe chicken strips at any of the 76 KFC Autos at its restaurants across the country.

The original tweet, “Let’s do one thing: if you pull up to any KFC Auto with a “breaded” car and the letters KFC painted on your finger, we’ll give you two strips of chicken with our real breading. This is not a joke. The restaurants have already been notified. garnered over 9.5 million impressions and 740,350 interactions on Twitter in the first 48 hours.

The campaign attracted more than 1,000 citizens across Spain painting the KFC logo on their car and driving to the nearest KFC Auto restaurant to enjoy their free Original Recipe chicken strips (over 2,000 in total). And not just cars; some Spaniards were even more creative and used other vehicles like bicycles or strollers to take advantage of the promotion.

Sergio Hernández, account manager at PS21 explains that “At PS21, we are always committed to genuine campaigns that seek consumer participation and are culturally relevant. In this case, combining intuition, creativity and responsiveness, we went further in the application of our “Always In” strategy by bringing it to the real world. Breaking the Twitter barrier to take our message to the streetss.”

KFC Spain is using the Saharan dust storm for its latest real marketing campaign



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William L. Hart