KFC has launched an Australian-first Snapchat game via Ogilvy to promote its Freeze drink.
The bespoke game, entitled Freeze Frenzy, is available in both Snapchat Discover and user stories, and forms part of KFC’s overall Freeze campaign. The game sits alongside digital and social content, TV and OOH.
“We needed an out-of-the-box way to get Freeze noticed and Snapchat is a key channel for young adults,” said Shaun Branagan, group creative director, Ogilvy Sydney.
“We are excited to be working with our agencies and Snapchat on an Australian first to help promote the recent launch of Pepsi and Mountain Dew Freeze at KFC,” said Catherine Tan, CMO, KFC Australia. “Snapchat and gaming are a great fusion for us to engage young adults across Australia.”
Using the Snapchat Webview ad unit functionality, users can access the game by swiping up on a video ad. Freeze Frenzy challenges players to serve as many customers as possible in a 60 second work shift. Each customer orders a combination of items, including a Freeze drink, which players will have to correctly add to a serving tray to move onto the next order. Players can unlock an exclusive Snapchat filter as a reward, believed to be the first time this functionality has been utilised by an Australian brand.
The release of the game continues KFC’s pioneering approach to Snapchat, after becoming one of the first Australian brands to launch an account in 2015. Since then, KFC has created content for the channel weekly, which has proven successful in engaging with young adults. The desire to push the boundaries and continue to deliver engaging, relevant content to their Snapchat fans inspired KFC to create Freeze Frenzy.
KFC also launched its first Snapchat lens at the end of January, to celebrate the Big Bash League season final. The lens formed a virtual KFC Buckethead for users, in the spirit of cricket lovers around the country.
Chief Marketing Officer – Catherine Tan
Marketing Director – Fatima Syed
Marketing Manager – Ben Simmons
Creative: Ogilvy Sydney
Group Creative Director – Shaun Branagan
Deputy Head of Strategy – Ryan O’Connell
Planner – Donna Yan
Lead Social Strategist – Jennifer Ngai
Social Media Manager – Wilson Kwong
Creative Director of Technology – Michael Ford
Creative Technologist – Jason Smith
Digital Producer – Oriane Veron
Group Business Director – Adele Burke
Digital Manager, Activation & Investment – Paul Lui
New research into inspiration has been undertaken by the University of Sydney Business School and Richards Rose to produce ‘The Inspiration Code’ study. There has always been a need for inspiration. To lift our spirits higher – for a period of time or just for a moment. Given the times we live in, you could […]
Lotame today announced 10 leading data partners including DTScout and ShareThis will support Lotame Panorama ID, the first global, people-based, privacy-compliant and interoperable identity solution for a cookieless open web. Lotame is providing the industry with privacy-compliant solutions that allow data partners to capture data on the Panorama ID in cookieless environments (Safari, Firefox, and […]
The Oscars ceremony, streamed by American channel ABC, has officially sold out its commercial time. A number of this year’s advertisers will be new to the event. The commercial interest in the Oscars remains despite decreased yearly viewership, with the 2020 ceremony pulling a historic low of 23.6 million viewers. According to Variety, ABC was seeking US$2 […]
Less than 12 months after launching its short-form vertical video format, Instagram is bringing ads to Reels. In an announcement, Instagram revealed it would be testing ads on Reels in Brazil, Germany, and right here in Australia. The ads will be mobile-first, vertical and full-screen, similar to ads in Stories. As with organic Reels content, […]
Expedia has announced a new brand direction as the world prepares for the return of travel demand. The online travel giant’s new global positioning is grounded in the understanding that who you travel with matters, and comes after months of customer research. From an updated look and feel to enhanced product offerings, Expedia is looking […]