KFC Spain / Netflix: The Menu Game

Madrid's Caja Mágica Stadium hosted The Menu Game, an event, inspired by Squid Game – Netflix's most popular series ever (Top 10) – organized by KFC and Netflix and conceptualized by PS21, the creative agency behind the project. Featuring Ibai Llanos, Spain's most-followed streamer with over 10 million followers, the event transformed the most traditional advertising tool—a product packshot—into an immersive more than 3 hours ‘Living Ad’, achieved commercial milestone for KFC in Spain. The event,inspired by the iconic series 'Squid Game' and happening one week before the second season was released, brought together 456 participants, (as a nod to the number of contestants in the fictional series) attracted an average of more than 134,000 viewers, and generated over 754 million impressions on social media. Contestants faced 12 intense challenges designed to test their endurance, strategy, and ingenuity, all while carefully balancing—and never dropping—the special KFC menu tray as they competed for a grand prize of 40 million won (€27,108). Hosted by Ibai Llanos, alongside Jaime Mellado, Sergio Ferra, and Nil Ojeda, the event featured a live Twitch chat that introduced an extra layer of interactivity. Viewers were empowered to influence the competition in real time, making key decisions that directly shaped the outcome. On Twitch, the platform recorded over 850,000 unique viewers for the more than 3 hours event, highlighting its significant audience reach and engagement. On YouTube, the event's aftermovie garnered over 1.1 million impressions and nearly 36,000 watch hours, becoming one of the year's most-viewed pieces of content on KFC’s channel. In total, the campaign accumulated over 3.5 million views across both platforms, reinforcing its massive impact and audience engagement. Over the four weeks of the campaign, Colonel Sanders’ company sold 400,000 units of the exclusive menu, surpassing €4 million in sales and becoming the brand's most successful activation to date. This success is defined by its direct impact on sales, driven by The Menu Game. On December 14th, 2024, the menu’s first weekend of availability, KFC recorded its highest sales day in Spain’s history, generating €2.1 million in revenue. Additionally, 23% of all transactions during the campaign included menu items, solidifying its impact in the market.