Due to overwhelming consumer support for an original #HowDoYouKFC film
starring X Games Moto gold medalist Bryce Hudson, a different kind of
television ad is launching today — straight from everyone’s favorite
fried chicken brand.
As part of the #HowDoYouKFC movement launched earlier this month, KFC developed a film featuring Hudson doing the world's first backflip while eating chicken. The video will now become a television ad. (Photo: Business Wire)
As part of the #HowDoYouKFC movement launched earlier this month, KFC
developed a film featuring Hudson doing the world’s first backflip while
eating chicken – a KFC Go Cup featuring Extra Crispy Tenders. The video
– originally intended solely for online placement – has generated more
than a half-million views within its first two weeks online, and reached
#6 on Unruly Media’s Viral Video Chart. These numbers continue to climb
as the video is shared via social media. Today, as the video continues
to go viral, KFC will transform the piece into a full-on prime-time
television spot. This further exemplifies KFC’s commitment to
celebrating the real, authentic connections that fans have with the
brand and its delicious food.
“So much of the #HowDoYouKFC movement centers around our fans,” said
Jason Marker, General Manager for KFC U.S. “We want to stay nimble,
listen to our fans, and give them what they want. When we saw that the
Bryce Hudson video was quickly emerging as a fan favorite, we wanted to
make it even bigger — and put it on TV.” KFC will air the video as a
television advertisement beginning this evening during prime-time. The
spot will continue to air on FOX throughout the playoffs and the day of
the big game.
The Bryce Hudson video epitomizes how fans can have fun with the KFC Go
Cup, which was launched by the brand last year. Draftfcb Chicago created
the video after consulting with a Hollywood stuntman to determine the
most extreme situation for the KFC Go Cup. At first, the team wasn’t
sure how far they could stretch the stunts — but when they contacted
professional FMX rider, X Games gold medalist and southern
California-based stunt man Bryce
Hudson, he was not only confident about it, he was ecstatic.
“I knew the backflip would be possible right off the bat,” said Hudson,
“I was so excited to join the #HowDoYouKFC movement with the world’s
first chicken-eating backflip because I could enjoy two of my favorite
things at the same time. It doesn’t get much better than that.”
According to Draftfcb Chicago’s in-house production team, when Hudson
invited them to his private practice facility for the shoot, the
successful flip was captured within the first two takes. Falling in line
with the rest of the #HowDoYouKFC campaign, the shoot was raw, with a
video crew of just four people.
Based on the initial success of this video and others like it — namely a
#HowDoYouKFC streetball film titled “The
Professor,” also featuring the KFC Go Cup — the brand will
continually evaluate options for fan-driven videos throughout the
campaign. Whether the next video to make it to prime-time is a “Go Cup
Backflip” sequel or a user-generated piece of content, KFC is committed
to keeping its fans at the forefront of the #HowDoYouKFC movement.
KFC launched its integrated #HowDoYouKFC movement at the beginning of
January 2014. The movement includes revamps for point-of-purchase
displays, uniforms, packaging, in-store greetings, digital and social
assets and all other consumer touch points to include #HowDoYouKFC
messaging. Fans can participate in the movement by uploading photo or
video content via Facebook, Twitter, Instagram or Vine, using the
hashtag #HowDoYouKFC. The Go Cup Backflip and other #HowDoYouKFC films
can be found at www.kfc.com
or on the brand’s YouTube page: www.youtube.com/kfc.
About KFC
KFC Corporation, based in Louisville, Ky., is the world's most popular
chicken restaurant chain specializing in Original Recipe®, Extra
Crispy™, Kentucky Grilled Chicken®, Extra Crispy Tenders and Extra
Crispy Boneless, with home-style sides, Hot Wings™, and freshly made
chicken sandwiches. There are more than 17,000 KFC outlets in more than
115 countries and territories around the world. Each week, more than 13
million people visit a KFC restaurant in the United States. KFC
Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. (NYSE:
YUM.) For more information, visit www.kfc.com.
Follow KFC on Facebook (www.facebook.com/KFC)
and Twitter (www.twitter.com/kfc).
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Copyright Business Wire 2014