To celebrate the return of the UEFA Champions league (UCL) after its pandemic hiatus, KFC teamed up with EA Sports FIFA and Paris-Saint-Germain (PSG) to lay down a challenge to football fan gamers called ‘Le Match Avant Le Match / The Game Before The Game’.
The campaign ran from 5 August through the 12 August through Twitch, FIFA, UEFA and PSG and sought to engage KFC’s core target consumers – Millennials and Gen Z – and establish KFC as a game day ritual both on- and offline.
Created by agency Sid Lee Paris and launched a week ahead of the 12 August game between ‘Atalanta and PSG’, KFC tweeted 2.8m FIFA players with a invite to gamers on Twitch to pit the teams together on FIFA, play out the their real world match predictions in-game and then shared them on Twitter with KFC via the hashtag #lematchavantlematch.
Then, on the actual day of the match, the gaming football community gathered to watch the real showdown and to discover which of them had the closest gaming version of the genuine outcome.
Indeed, during the live show, KFC and Sid Lee even set up a ‘war room’ to analyse and compare the games of the players against the official match in real time.
The eventual winner, who predicted PSG’s 2L1 win won complimentary KFC deliveries for himself and his friends during each of the remaining UCL games.
Comment:
This initiative sees KFC seek to anchor itself more deeply in pop and entertainment culture. Tjis startegy began back in late 2018 when KFC launched its own ‘KFC Gaming’ brand.
Other strands of KFC’s activation around the UCL 2020 restart include a tie-up with UEFA sponsor Pepsi Max to provide free ‘KFC Football Feast’ delivery on match days with Uber Eats.
Free delivery when you order a Pepsi MAX with your KFC Football Feast on UEFA Champions League match nights. Available on Uber Eats. Like this post and we’ll remind you before kick-off
— KFC UK & Ireland (@KFC_UKI) August 4, 2020
The campaign also follows on a few weels afyer EA Sports itself launched a teaser, pre-order campaign for FIFA 21 fronted by Kylian Mbappé and Eric Cantona (see our case study).
Links:
KFC
EA Sport FIFA
https://www.ea.com/games/fifa/fifa-21
https://www.youtube.com/c/easportsfifa
https://www.facebook.com/easportsfifa
https://www.instagram.com/easportsfifa/
https://twitter.com/EASPORTSFIFA
Sid Lee
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