AmRest has selected Biuro Podróży Reklamy for cooperation with KFC brand during the UEFA European Championship taking place in June 2016. In the tender procedure the agency created the winner idea of a contest related to football and being a football fan. The brand’s activities focused on KFC Facebook fan page. The users were able to participate in subsequent contests titled “KFC Fan Zone” almost every day. The contests consisted in giving a running commentary of the action during selected matches. The aim of this ambush marketing action was to engage fans during an important sport event. By interacting with football fans, the brand engaged the users also during the breaks, diverting their attention from the commercials.
The scope of the agency’s work with KFC brand comprised preparing creative materials, content materials for social media and broadcast activities.
The UEFA European Championship is a great opportunity to promote many brands. But how to break through this flow of information if you are not an official sponsor?
We used the rich history of the Polish cult sport commentaries as an excuse to launch a Facebook contest for the best match commentary.
The contest was on during the whole Euro 2016 and covered 23 decoded matches. The users could provide live commentaries under the contest post starting from the referee’s first whistle to the end of the day. In every match the best commentators won prizes.
The target of the contest were men interested in football and sport as well as the fans of the key players and club teams. Seeing a growing interest among women, we started to address the message also to them, especially during the matches of the Polish national team.
The contest posts drew the audience’s attention during the matches and afterwards, engaged them in experiencing football emotions together and collected a big number of interactions with the users. The campaign was a great success and it generated as lot fan’s interactions with the brand. The contest reached as many as 2, 497, 026 recipients.
AmRest wybrał agencję Biuro Podróży Reklamy do współpracy z marką KFC podczas czerwcowych Mistrzostwa Europy w piłce nożnej w 2016 r.