As part of their long-standing partnership with Super Rugby, KFC launched a campaign that allows everyday Kiwis to kick like the pros. KFC integrated a gaming functionality within … read moretheir delivery app, enabling our customers, the players of "Finger Kickin’ Good," to virtually kick the rugby ball for prizes. With over 2,589,000 shots taken and 863,179 goals converted, the KFC rugby ball travelled an equivalent of 52 million metres—enough to circle the world and then some!
The "Finger Kickin’ Good" mobile game allows fans to take a photo, live, from wherever they were – be it at home, at the game, or with friends – and virtually place Super Rugby goalposts anywhere in their picture before taking their kick. Fans who got creative with their kicks stood a chance to win epic prizes, and all goals scored were entered into a draw for a grand final prize.
This campaign was bolstered by an integrated marketing strategy. TV advertisements bridged the connection between the five Super Rugby franchises and non-traditional rugby fans in the community. Situational out-of-home advertising encouraged fans to virtually kick over key landmarks, and social media posts highlighted the best kicks of the week. These strategies drove people to grab their phones and join in the fun.
Thanks to this fully integrated campaign, KFC reaffirmed its position as the premier Super Rugby sponsor.
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