KFC is rolling out a promotion around its newest Snacker sandwich that will have consumers replaying a TV spot to find a hidden message.
This marks the second time in months that the QSR has played with a “reveal” tactic. In its latest campaign, this time for the new Ultimate Cheese KFC Snacker, the company asks consumers to search for a punch line hidden to the joke, “What do you put on your sandwich during rush hour?” Viewers must replay the image off a DVR or VCR to find the hidden punch line. The first 1,000 people who enter the correct answer at KFC.com/Cheesesnacker each day through Oct. 11 will receive a coupon to try the Ultimate Cheese KFC Snacker. Coupons will be awarded as $1 KFC gift checks.
The spot will run Sept. 10 through Oct.15 on NBC during Sunday football kick-off, during CBS, ABC and Fox programming and during World Wrestling Entertainment (WWE) programming on UPN. The ad is also available at KFC.com.
The new sandwich, which rolled out in KFC restaurants yesterday, features a chicken breast strip with cheddar and Swiss cheeses and lettuce topped with a Sesame seed bun. It sells for 99 cents.
The latest KFC Snacker promotion is part of an ongoing series that hides content in TV spots that forces consumers to replay them, a KFC spokesperson said. Each Snacker TV spots will feature
“KFC has long been associated with fun times and laughter,” said Scott Bergren, executive VP-marketing for KFC, in a statement. “This time, we’re letting our consumers share in the joke by giving them the chance to try our new Ultimate Cheese KFC Snacker for free.”
In February, the Louisville, KY-based chain launched its first interactive promotion that prompted viewers to replay a TV ad and find a code to receive a coupon for its Buffalo KFC Snacker (PROMO Xtra, Feb. 28, 2006). More than 100,000 people registered for the promotion, KFC said.
Online materials, e-mail blasts and print ads support. Foote, Cone and Belding, Chicago, handles the TV spot.
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