KFC Ad Promo Draws 11,000 Entries
A recent KFC campaign carrying a hidden tone in a TV spot brought in more than 11,000 entries for a chance at free coupons for the company’s new Boneless Variety Bucket.
In a nod to its previous hidden message promotions, KFC embedded a MosquitoTone, a high frequency tone heard only by certain segments of the population, in a new TV spot introducing its Bucket promotion. On Wednesday, the company gave away $10 in gift checks to the first 1,000 people who correctly guessed where the tone was placed in the ad.
Within three hours, KFC reported 11,326 entries on KFC.com. The company promoted the offer on its Web site, through PR and via e-mails to its 500,000-member Colonel’s Club.
“We wanted to give people an opportunity to sample our Boneless Variety Bucket,” KFC spokesperson Laurie Schalow said. “It exceeded our expectation.”
The Boneless Variety Bucket includes four crispy strips, eight boneless honey barbeque wings and popcorn chicken for $9.99.
While the giveaway is over, a message on the KFC Web site drives people with the correct answer to enroll in the Colonel’s E-mail Club for other offers and promotions. The TV spot can also be viewed online and people can listen for the tone in the ad.
The TV ad will run for three weeks. Most people over 30 can’t hear the tone because of its 17.6 kHz frequency. People begin to lose the ability to hear higher pitched sounds after age 20, the company said. The Mosquito Device has become a popular ringtone among teenagers who want to keep incoming calls out of adults’ hearing range. An enhanced version of the ad is on YouTube.com.
It’s not the first time KFC has played with its advertising. In January, the company offered coupons for a free Buffalo KFC Snacker to consumers who spotted something new in TV spot that aired during the premiere of American Idol.
“KFC is finding new ways to provide meal solutions for families, and our new Boneless Variety Bucket gives moms three ways to ‘bring back dinner’ and please everyone at the table,” said James O’Reilly, chief marketing officer for KFC, in a statement. “We’re also committed to finding new ways to engage Americans through their television sets, with advertising that is interactive, fun and ultimately rewards people for paying attention.”
Draftfcb, Chicago, handles KFC’s ads and Weber Shandwick, Chicago, handles p.r.
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