KFC’s Snack! In the Face app returns
KFC’s branded mobile app Snack! In the Face has returned with new challenges and prizes on offer.
The announcement:
Following unprecedented demand for the game last year, KCF’s hugely successful branded mobile app Snack! In the Face has returned bigger and better than ever, with new challenges and prizes on offer.
Originally developed in 2013 as a short-term campaign to engage young gamers and introduce them to the KFC snack range, the app proved so popular that the brand – in conjunction with DT and Ogilvy Australia – has opted to bring it back with a range of new challenges.
These include several new exciting levels available from this week, including a new Deep Blue Lair, to complement the recently released new Rumble Jungle Lair. The first and only app in Australia to offer KFC prizes, the revitalised app is again expected to be hugely popular among KFC’s target market.
“When Snack! In the Face was launched last year, it was only live for several months but managed to generate a huge 21% increase in snack sales,” explained DT’s Lead Strategist, Adam Beaupeurt.
“Following that outstanding success, KFC has relaunched the app with new challenges and levels to again capture the imagination of gamers and KFC fans alike.”
Beaupeurt said the Snack! In the Face game was best described as “tongue in cheek in nature”, requiring users to help popcorn chicken characters escape the clutches of the evil Professor Snackbot by propelling them through Lairs. Obstacles like buzz saws and lasers are provided along the way, with the ultimate goal of landing safely in the Colonel’s mouth.
He said the new Deep Blue and Rumble Jungle lairs just launched provide gamers with tricky new obstacles that aimed to achieve on multiple levels: capture attention; provide incentive and fun for people to play and share, and ultimately drive people in-store to redeem prizes and purchase.
“The Deep Blue Lair launched this week has Electro Jellies, Robosharks and Water Spouts. Popcorn Chicken can bounce on top of the jellies, but get stung if they touch their tentacles. Flying Robosharks chomp up Popcorn Chicken if they get too close. And Popcorn Chicken can travel in all around the lair through water spouts. You’ll never know where the Popcorn Chicken will come out,” he explained.
“What’s more, the Rumble Jungle Lair have Totem Portal that mysteriously moves Popcorn Chicken around the lair. They also burp! Bugsaws chop up Popcorn chicken using their blades or fly away with them if they get trapped in their claw.
“The new lairs provide gamers with exciting new challenges to keep the app fresh, new and exciting for users that loved Snack! In the Face last year, and for newcomers to the game.”
Users can redeem rewards by showing mobile coupons instore. Generous players can also gift their earned snacks to friends via Facebook, further driving organic downloads and awareness. Daily challenges open at 2pm AEST and run until 5pm AEST, and players have to shoot five Popcorn Chickens into the Colonel’s mouth in 60 seconds to win a free snack or coupon.
Beaupeurt said users can redeem prizes in any of the 600 KFC stores Australia-wide, and the app is available to download free for iPhone and iPod touch on the App Store, and for Android devices on Google Play. The campaign runs from March 25 to May 19.
DT is part of Ogilvy Australia and STW, Australasia’s leading marketing content and communications group.
Source: STW media release
