With the target market being internet savvy youngsters, Radio KFC RK Hunt was the social media campaign of KFC India to enhance brand engagement. The primary aim was to promote KFC’s in-house radio channel through a competition in various tier-1 and tier-2 cities.
Multiple initiatives were part of this campaign. The first one being where fans had to record their voice on Facebook and were provided with the radio experience. The interface design was user-friendly and they leveraged the vintage quotient of a radio for customer engagement.
Another one was “Currycature” where KFC provided a unique experience to their loyal fans. KFC fans could create their desi caricatures and revel in the diversity of the Indian culture much in a similar fashion to KFC adding the Indian Tadka to its offerings in the form of KFC Curry Crunch.
The other initiative was “Design Your Own Bucket” and the participants had to come up with their examples of colorful and creative KFC Buckets. It was around the time of Sachin Tendulkar’s retirement, so they also introduced bucket entries with Sachin’s pictures on the KFC Bucket.
After this campaign KFC was featured by Social Baker as one of the top five socially devoted brands.
Their Facebook page had an overall positive sentiment growth percent from 6.2% to 93.8%.
KFC was placed among the five fastest growing social media brands in India.