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.”
I would love to see some detail around how this was done. If this report is accurate in stating that the ads are appearing on second screens, i.e. mobile devices, while a viewer sees a KFC ad, what data point is being used to determine that the user on social is also watching television? The closest available thing I can think of is programmatic TV on smart TVs linked to mobile devices via the same wifi network, but I don’t think this can be properly synced specifically with Facebook and I imagine would be a small audience for the market.
If, alternatively, KFC are just turning on a social ad at the same time a TV ad airs, that’s very different and probably not a Malaysia first.
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