Case Studies:   KFC

Goals

Fast food chain KFC sought to increase business amongst the 18-34 age group and promote their Original Recipe 3 Strip Deal. .

Strategy

Through Cox Media, TV spots were placed on various cable networks that targeted the 18-34 age group, including the MTV Video Music Awards and the Daily Show. Viewers were promoted to text in "KFC" in order to get a 1 dollar off coupon the Original Recipe 3 Strip Deal and Medium Drink.

Results

The campaign proved to be incredibly successful, generating a large number of responses and new members for the KFC Mobile Club, which was later used for re-marketing initiatives.