KFC ad makes friends with DVRs

 
 

KFC ad makes friends with DVRs

Yesterday Adweek pointed out FCB Chicago's new ad for KFC's Buffalo Snacker. The twist? You have to play the spot in slow-mo to get the "secret code" which will get you a coupon for a free sandwich. But not everyone has a DVR. So they have made the spot viewable on their website as well.

Could this be the wave of change to allay DVR fears?

"The secret code is out there if you're hungry enough to find it," said Scott Bergren, evp, marketing for KFC. "And we want people to solve the mystery so that they can enjoy the new Buffalo Snacker on us."

One thing that is missing from this "secret code" idea is something a bit more interesting than what you're actually looking for. You'd think that it would be a number or phrase worked into the background on the spot. Sadly, this is what you're searching for:

If this is used as a trial run to test the waters for options for working with DVRs, I'd be interested to find out how well the program performs. The Adweek article doesn't mention whether or not it is. One thing is for sure, it would have been more creative and fun for the secret code to have been hidden in a more creative way.

Adland: 

Comments

Here's what I'd like to know. If you just see the ad on television, how the hell are you supposed to know that they have this promotion going on? There's no mention of it at all. And unless you're a KFC fanatic and visit their website to know that you can watch it in slo-mo there or that they are even in fact giving away free sandwiches, how are they planning on getting the word out? Just via the news I guess. But still, sorta odd.

And yeah, it's lame.

ABC has rejected the "subliminal" version and will only air the version without the offer.

"We ran it through our legal counsel," said KFC spokeswoman Laurie Schalow to The Associated Press. "We don't feel it was subliminal advertising but ABC did feel it was too close."

[snip]

(KFC) said more than 70,000 people have entered to receive coupons on the chain's Web site and site traffic has increased by 60 percent.

At least one advertising executive said he's surprised ABC would shy away from KFC's new strategy.

"I would think the networks would look to partner and encourage experimentation with techniques that involve the viewer and discourage them to skip the commercials," said Jamie King, senior vice president at Publicis & Hal Riney, based in San Francisco.

"Broadcasters need to recognize that their role in a marketer's media mix is going to evolve. They should evolve their points of view accordingly."

"Buffalo" is the secret code? Sheesh, too easy. ;)

Top