How KFC Leveraged their Volleyball Sponsorship with AVP to Promote their Products
From a post by Richard Innis on iStadia's Sports and Exercise Professionals Group on LInkedIn:
KFC thinks outside of the box (And outside of land too)
As KFC maximizes its sponsorship at The 2009 AVP CROCS CUP VOLLEYBALL CHAMPIONSHIP KENTUCKY GRILLED CHICKEN CHICAGO OPEN, they generated a buzz and appetites by serving up their newest value menu items.
The twist is they happened to do it by boat. They had a KFC boat on Lake Michigan, and ended up serving to the local jet skiers and boaters during the Volleyball Championship on the shore of Lake Michigan. I’m pretty sure recreating on a lake could make you hungry, which is why having a sampling of Grilled Chicken Value Box, Mini Melts and Brownie Bites from KFC would help ace that hunger.
My Idea (Richard):
I love the idea, but what went wrong for them was the weather. If I was them I would have done one of two things. I would have had that along with an on shore sampling station. Or, I would have had a promotion where the X amount of people would receive a pass to use a rent-able jet ski or boat to go out to the floating restaurant.
Comment (from Keith):
I guess my question is that whilst this is creative, did it actually work?
Keith
Keith Irving
iStadia
Keith Irving's blog: sport & corporate performance
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Rob Robson
Co-founder, iStadia.com
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