It’s in the game / For brands, gamers represent a massive, engaged audience with high purchasing power and fierce loyalty – just one problem, they are an exceedingly savvy audience highly allergic to anything that feels too much like a sell. They don’t want they game interrupted either. If you want to get gamers… you have to get gamers. Over the last few years, KFC has shown how with the likes of KFConsole, Recipe Run and I Love You, Colonel Sanders! A Finger Lickin’ Good Dating Simulator.
While KFC’s Original Fake Games are not going to win a mobile game of the year award any time soon, they serve up a knowing bit of fun for gamers who have routinely been teased by clickbait adverts. The strategy recognises that gamers are discerning consumers who value genuine experiences over forced brand integration. By delivering on the promise of fun and unpredictability that the fake ads often fail to provide, KFC proves again it is not a brand merely adjacent to gaming – it is an active and appreciated participant.
Ahmed Arafa, CMO at KFC’s parent company Yum, said in a statement, ‘We’re not just sponsoring or advertising; we’re offering something genuinely fun and unexpected that naturally fits into the gaming experience. Part of our strategy is to find unique and disruptive gaming ideas that will allow us to not only win but dominate in the gaming space.’
To see more examples of the best of gaming in advertising, check out our handy collection here.
Fake it, make it / KFC’s Original Fake Games campaign is so compelling because it taps into the viral trend of fake game ads – these ads are everywhere, often mocked, and widely recognised. By recreating them, KFC instantly grabs attention and turns the frustration of fake ads into a fun, shareable experience. It’s a smart, funny insight, and lets KFC turn a negative consumer experience into a positive brand interaction – one that will resonate with its target audience.
As Joe Lahham, managing director at TBWA\RAAD, said in a statement: ‘This campaign flips a frustrating consumer experience on its head. We’ve taken the disappointment of fake ads and turned it into a moment of delight, proving once again that pushing creative boundaries leads to memorable brand experiences.’
The idea of a fast-food brand making real games from fake ads is so fresh that it naturally gets people talking on social media and in the news. KFC isn’t just interrupting consumers with an ad; it is joining a pre-existing conversation and offering a surprisingly satisfying and entertaining contribution.
