How a KFC used a keyboard shortcut to win over a new audience
KFC Dubai were looking to grow sales amongst a new audience - gamers. The trouble was this crowd did not like being disturbed while playing their favourite game.
Context
KFC Dubai were looking to grow their ecommerce sales. Specifically, they were interested in targeting gamers.
Objectives
- Grow online order volume
- Increase purchase frequency amongst gaming audience
- Increase first time purchases amongst gaming audience
Challenge
KFC knew that gamers enter a zen-like state when playing their favourite game. That makes getting through to them a real challenge - even when they probably should be eating something.
Insight
If gamers don't want to be disturbed, let's make ordering from us as easy as possible. Let's also make eating from us as easy as possible.
Strategy
Gamers don't want to be disturbed, so KFC made ordering from them as easy as possible. They also made eating a KFC as easy as possible. With the launch of Shift+K+F+C, gamers could visit the KFC website, hit a keyboard shortcut and:
- If they had an account and were logged in, KFC would order their favourite meal to their door.
- If they didn't have an account or weren't logged in, KFC would show them a menu-range specifically designed to be eaten with one hand. So, you can eat without stepping away from your game.
Partnerships with Twitch influencers, paid media, and in-store merchandising were all designed to raise awareness of this new ordering hack.
Results
Shift+K+F+C reached 1.7m people, with 350k engaging with the idea. Web visits increased 58% and, most importantly, combo sales rose by 19%.
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The work
