Finger picking hero

KFC’s fast food rockers

To tie in with the forthcoming release of Activision’s Guitar Hero World Tour, fast food chain KFC is entering into a selection of promotional giveaways.

A limited-edition KFC Guitar Hero collector’s cup will feature a special promotion which will enable KFC customers to access secret cheat codes to unlock special features within the Guitar Hero World Tour game. Plus, from 26th October, fans of the game will be able to register online for a chance to win the ultimate gaming room, which includes a plasma TV, sound system, furniture, refreshment centre, and gaming consoles with 25 games. “We’re confident chicken lovers and gaming enthusiasts will come together to enjoy our breakthrough in-game integration and amazing giveaways,” said Javier Benito, KFC’s EVP of Marketing & Food Innovation. “KFC and Guitar Hero share a fan base that celebrates good music and great food.”

So what?: The most interesting part of this campaign is that KFC intends to appear in the Guitar Hero World Tour game in “branded cameos”. Could we see Colonel Sanders going head-to-head (or beard-to-top-hat) with Slash? Will Guns N’ Roses’ Buckethead make an appearance? Could we see drumsticks shaped like, well, drumsticks? Joking aside, this is a smart move by KFC, moving the campaign beyond a simple giveaway and providing ‘Easter egg’-style content that makes consumers dig that bit deeper into the brand. Which satisfy their gaming appetite.

“Cheat codes and chicken? I’m not sure the cheat codes will motivate foot traffic to KFC, but the ‘ultimate game room’ prize is cool and should get fans to participate online. In the fast food category, Burger King is setting the bar very high with its game initiatives. Its competitors should be taking note.”
Joseph McDonald, Managing Partner, The Gaming Agency

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