DO THE FINGER LICKIN’ GOOD CELLY TO GET ENDORSED IN KFC
BACKGROUND
Basketball fans are some of the biggest consumers in the QSR space. But unlike Subway and McDonald’s, who buy their way into the NBA, KFC has zero sponsorships or player endorsements. So how does KFC build a relationship with basketball fans without an official partnership?
INSIGHT:
From the free-throw line or after a clutch three, finger licking has always been a part of basketball. And as the brand who put finger lickin’ on the map, KFC saw an opportunity to insert itself in sports culture by being the first brand to own a basketball celebration – “the finger lickin’ good” celly.
IDEA
Instead of paying for a big endorsement deal, we createdour own: KFC’s Finger Lickin’ Open Endorsement. An endorsement deal open to anyone – from streamers, rec- leaguers, fans and more. Just shoot a bucket, do the finger lickin' good celly, and share it to get paid in KFC.
RESULTS:
TOP BRAND ASSOCIATED WITH BASKETBALL
$17,469,000 IN EARNED MEDIA VALUE
$0 SPENT IN SPONSORSHIPS
