KFC has rolled out the launch campaign for its recently introduced 'Nashville' range.
Part of the campaign was an on-ground event that took place in a mall in Mumbai. The idea was to test consumers' concentration. The consumers were made to wear a 'Neurosky' – a mind reading headset that monitored brain activity and analysed concentration on a scale of 1-100.
Consumers were able to pop open a ‘Treasure Box’, which contained the chicken, if concentration levels reached 100.
The initiative was conceptualised by Blink Digital and those with a high concentration level were rewarded. One winner received flight tickets to Nashville, USA.
Lluis Ruiz Ribot, chief marketing officer, KFC India, said, “The Nashville chicken has a cult-like following across the USA and KFC is the first QSR, to bring this USA original recipe to India. We wanted to make the launch as legendary as the product! In this day and age where our attention span is said to be lower than that of a goldfish 'Tele-connect to Nashville' gave our fans a delicious and rewarding reason to challenge their minds.”
Dooj Ramchandani, co-founder and CCO, Blink Digital, said “A new wave of tech such as facial recognition, brainwave readers and biometric sensing can now discern deeper truths about the hidden self. With ‘Tele-connect to Nashville’, we were able to shape an experience that helped our consumers connect with facets of their personality that not only brought them closer to the brand but also to themselves.”
The initiative will be spread to other cities informed a statement from KFC.
The QSR player has also rolled out a TVC conceptualised by Ogilvy & Mather.
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