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KFC syncs TV spots with social media ads to launch Golden Egg Crunch

Fast-food giant KFC has made a push towards bridging traditional media with mobile viewership by syncing popular television commercials with ads promoting its new Golden Egg Crunch on Facebook and Instagram.

In what has been described as a first for Malaysia, the brand has released 20 different versions of the same campaign to appear on social media immediately after selected TV spots have aired.

Created by UM and Ensemble, the ads will appear on targeted users’ social feeds if they are browsing a ‘second screen’ while watching TV.

The campaign works using data from social media, TV viewership, and TV ad/program occurrence at scale. The data is then pegged to the most popular ads during the campaign period, to air across the social media network within seconds of the live TV commercial trigger.

The ads come three years after Ensemble’s ‘Hot and Cheezy’  burger campaign, which led to the programmatic release of 100 ‘micro-videos’ based on particular viewing trends.

KFC’s senior general manager of marketing Angelina Villanueva said: “Media is incredibly segmented, and despite TV still being the number one media being consumed in Malaysia, it is getting increasingly harder to capture our audiences’ attention.

“The UM and Ensemble team have once again come up with a smart and innovative way to boost our brand awareness, during a period that normally faces stiff competition.”

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