KFC Social Media Campaign
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The KFC Foundation offered a $20,000 college scholarship through a Twitter campaign from November 16-26, 2010. High school seniors were asked to tweet in 140 characters or less about why they exemplify Colonel Sanders' commitment to education and communities. The goals were to appeal to social media-savvy youth, drive traffic to KFC's Twitter, and generate free media mentions. Over 1,000 media placements reportedly reached 60 million people. However, the campaign only received 2,800 tweets, less than one person per county. The winning tweet praised the scholarship as the "secret ingredient" needed to complete their success.
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FOX Sports Final Presentation
The document outlines plans for a FOX Sports campaign targeting college basketball fans aged 22-27. Key elements include:
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- 2. •KFC Foundation College Scholarship •$20,000 Scholarship Based On Twitter Message •November 16 – November 26, 2010
- 3. •High School Seniors •Send A Single Tweet (140 Characters or Less) “Why They Exemplify Colonel Sanders Commitment to Education and Enriching Their Communities” Keep It Short and Tweet….
- 4. Purpose: • “This year, through one of the hottest emerging forms of media, we want to offer students a creative way to realize their dreams of obtaining a college education.” John Cywinski, Chief Marketing and Food Innovation Officer
- 5. Objectives: • Appeal to High School/College Age Kids – Big Social Media Users – High Disposable Incomes – Large Segment of Fast Food Consumers • Drive Traffic To KFC Twitter Account • Free Mentions In Media – Mainstream, Blogs, Social Media
- 6. • CHAIN MONSTER • ABC NEWS • CNN
- 7. News Coverage: • Fox 11 News
- 9. Campaign Evaluation: Weber-Shandwick Claims • Generated More Than 1,000 Media Placements – 60 Million Media Impressions – 2 AP Wire Stories, Every Major TV Network, Cable Networks, Newspapers, Internet Sites, Blogs • 9 Million Social Media Impressions
- 10. @kfc_colonel • The KFC Twitter Handle Saw a 20% Jump in Followers in Just 2 Weeks
- 11. But, Was It Really Successful…? •Just 2,800 Total Tweet Entries •Numerous Tweeters Violated Rules •Less Than 1 Person Per County (0.89) • Campaign Recap
- 12. Winning Tweet: "Hey Colonel! Your scholarship's the secret ingredient missing from my recipe for success! Got the grades, drive, just need cash!" • 17-year-old Amanda Russell – Scholarship Winner