KFC Thailand’s Qatar 2022 ‘Checking For Chicken’ VAR Promo Turns Checks Into Time Limited Coupons

KFC Thailand leveraged spiking soccer interest around the 2022 FIFA Men’s World Cup through an app-based promotion called ‘Checking For Chicken’ which produces limited time offer digital coupons each time there is a VAR check during the tournament. These coupons automatically pop up in the app each time the referee makes the VAR Check signal.

Created in harness with agency CJ WORX, the marketing burst aims to turn the game gaps during VAR checks into what it hopes is a frenzy for chicken offers: making annoying VAR moments into anticipated ones.

After a few years of experimentation and trial, VAR (Video Assistant Referee) was written into the International Football Association Board (IFAB) laws of the game in 2018. While the aim is to use technology to reduce human error at key moments in a game, VAR remains controversial in the game due to both inconsistent application and also due to the game delays it causes and the knock-on break in the action and the passion.

So KFC chose to turn these Qatar 2022 ‘nothing going on’ match moments into a brand call-to-action with various types of product-related coupons rolling out during different types of VAR check: for example there is an offside promo, a handball discount, a disallowed goals bundle and a penalty offer.

The app based mobile initiative was promoted through an integrated campaign including a series of videos and spanning TV, social media, PR and in-restaurant assets.

The campaign was created by a team at agency CJ Worx with production by UNBOXNow and post-production and VFX handled by Sogood House.

The team which worked on the project at CJ Worx included Creative Chairman & Founder Saharath Sawadatikom, Chief Creative Officers Thanasorn Janekankit and Saharath Sawadatikom, Creative Director Saharath Sawadatikom, Associated Creative Directors Vuttichai Chongsanguan and Chalotorn Nuanthong, Copywriters Vuttichai Chongsanguan, Supakij Samudchaiyakij and Phanisa Wangsuk, Art Directors Umavadee Vitayapradit and Chalotorn Nuanthong, Agency Producer Saralrat Chalermsripinyorach, Managing Director Chawana Keeratiyutamonkul, General Manager Warapan Pornphichitpan, Associate Business Director Pinpinat Piyatataungvara, Senior Account Executive Nathawadee Runguthaisiri, Technology Solution Team Members Pattanapong Chamchoy, Dhanabhumi Medhavikul and Prasit Champathong, DesignersProntip Chansompong and Weerapon Wongtawa, UX Strategists Wanviset Boonsa-ard and Ninrakarn Bootporm, with Creative Content by Songpol Wuttikaisriarkom and Project Managers Penika Angkathunyakul, Wongsakorn Techaboontam, Warinyaporn Thitirattanachai and Chantika Tancharoen.

Comment

Turning a negative in to a positive is a classic marketing tactic (think Guinness and waiting) and this initiative is a smart, game-related way to ambush/leverage the World Cup action without actually interfering with the match or interrupting fan passion.