KFC Japan launched a mobile game called "Shrimp Attack" to promote their new shrimp-themed menu items. The game allowed users to slash and swat away falling shrimp on their screens. The more shrimp players slashed, the more points and discount vouchers they earned, which could be redeemed at KFC stores. The gamification campaign was highly successful, leading to a 106% sales increase and many voucher redemptions. As a result, KFC had to cut the campaign short to stabilize their supply and demand.

1. Gamification let interactive marketing
to new level
A PresentationbyRoya Behrouz
January 2022
How KFC use
interactive game as
their secret marketing
tool?

2. Last year in 2021
KFC’s Shrimp Attack application was an successful examples of
advergame illustrates on how gamification can transform loyalty
programs, exercise, learning, and marketing into something much
greater

3. WHAT DOES IT MEAN?
01 02 03
Advergames are games
custom built specifically
to showcase a selected
product or brand within
an interactive game
environment
KFC Japan partnered with
Gamify to make a marketing
campaign that not only
informed customers but also
motivated them to undertake
the new line of shrimp-themed
menu items
The experience took the
form of a mobile game which
allowed users to swat away
at shrimp that were falling
out of the screen (much like
Fruit Ninja)

4. A
ABOUT THE CAMPAIGN?
KFC Japan introduced a new mobile application called: “ Shrimp Attack”
to engage customers to the new items of shrimp-themed in to the menu

5. SHRIMP
ATTACK
KFC by aid of Gamify introduced an application that allows users
to swat away at shrimp that were falling out of the screen.
At the end of the game, player will be rewarded by some
vouchers that could be redeemed in KFC stores.

6. B
The Message?
It was so simple, play, win and get something to eat!

7. Incentivise customers
to try the new product
When KFC added shrimp to its menu in its Japanese
restaurants, the fast food brand wanted to generate
excitement. The more shrimps you slash, the more
points, and discount vouchers you are rewarded.

8. C
STRATEGY?
Raise awareness and generate excitement

9. Raise
awareness,
Generate
excitement
The brand went for a strategy that not only involved
increasing awareness, but also included incentivising
users to actually try the new product by rewarding
them via discount vouchers.
Shrimp Attack, a game that involved protecting KFC’s
chicken kingdom’s castle from ebi shrimps by slashing
at them after they popped up from the underside of
the screen. The more shrimps you slashed, the more
points you bought, the more discount vouchers you
were rewarded with.

10. D
Conclusion?
KFC’s marketing campaign was so successful that it led to the new line of
products selling out from all the voucher redemptions.
KFC found that that they had to cut the campaign time in half to stabilize
KFC’s supply and demand

12. 25
50
75
2020 2021
100
0
STATISTICS
Company's Sales growth from 2020 to 2021
This gamification strategy saw 22% of people who
played the game redeem their rewarded voucher
within a store.
The store sales figure increased by 106% compared
to the previous year

13. People are Competitive
B
This gamified marketing campaign was so successful in fact. The product
surprisingly sold out due to high demand of customers, to the point where
the campaign had to be stopped halfway through its original planned
duration.
People are competitive by nature. Since they like to compete, games
satisfy this itch. Rewards are a powerful way to create and contribute to
our enjoyment of an activity because they encourage the release of
dopamine. As a result, users are more engaged and inclined to return.
In my point of view, the gamification trend will be the next generation of
successful marketing tools to engage customers and generate profit for
companies who can successfully implement it.

14. EVERYTHING IS
A PROCESS
Gamification aims to support and motivate users to achieve tasks
encouraged by services provided by the business (Huotari and
Hamari, 2012). This goal is accomplished by providing a playful
experience, which causes the target activities to be more engaging
for consumers (Koivisto and Hamari, 2014).
Gamification as a general concept can be a great marketing tool for capturing the
attention of a market that is already very interested in gaming. It allows brands in
to tap into the culture of the market being targeted.

15. THANK
YOU