Marketing

A virtual campaign for books and bricks

Jessu John | Updated on January 23, 2018

Brick-and-mortar outcome The library and playground that were fuelled by the #KFCWishBucket campaign on Twitter

Brick-and-mortar outcome The library and playground that were fuelled by the #KFCWishBucket campaign on Twitter

#KFCWishBucket was able to help set up a library and playgrounds in some Ladakh schools

KFCWishBucket is an annual campaign. It was first introduced during Christmas 2013 with the intention of bringing fun and joy to fans who are given an opportunity to ask for their Christmas wish by tweeting #KFCWishBucket. In 2014, KFC decided to fulfil the wish of an NGO, 17000 ft Foundation, to make a positive impact on the lives of children in the remote schools of Ladakh. KFC leveraged Twitter to attract the participation of its fans and consumers towards the cause. The campaign garnered over 50 million impressions in 2014.

KFC had targeted 17,000 tweets, but in the end, the total number of tweets generated during the campaign was higher than that. KFC created a microsite to assimilate the posts from its fans supporting the #KFCWishBucket Ladakh initiative. Fans tweeting with the hashtag #KFCWishBucket resulted in a block of a virtual library being filled with their profile pictures on www.KFCwishbucket.com, adding up to 17,000 bricks. The objective of the campaign was to make a concrete difference to the chosen underserved community, and to attempt taking KFC’s traditional media campaign to the next level through social media.

In response to a tweet from 17000 ft Foundation, KFC undertook the biggest ever #KFCWishBucket initiative in 2014. The campaign trended on Twitter and was a consumer-/fan-led campaign with each tweet converting into a brick which helped complete a virtual library.

KFC says it helped set up a library at the Jamyang Khaltse Lamdon School and three playgrounds in a couple of others.

KFC says that while once 5 per cent or 10 per cent of the marketing budget was dedicated to digital marketing, it is now an integral part of its marketing activities. Twitter, according to the brand, helps two-way communication with its target consumers who are largely young people, thereby serving as the best platform for KFC to run youthful communication campaigns.

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Published on August 13, 2015
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