案例库 · 市场与品牌 · 市场决策 · 2019
这条还没译成中文，下面是英文原文。
KFC made a dating simulator where you court the Colonel, and sold chicken as meme culture
A free Steam game about dating Colonel Sanders put KFC inside gaming culture and pulled free PR.
KFC
那一手
KFC's Colonel Sanders had been reintroduced as a rotating cast of celebrity portrayals, and the brand wanted the Colonel to belong to internet culture generally.
Working with Wieden+Kennedy and Psyop, it shipped a free Steam dating simulator, 'I Love You, Colonel Sanders!, where the player romances the Colonel in a mock visual novel.
The game drew press coverage (and review volume well above typical free Steam games) while the brand spent little on traditional media, treating the game itself as earnable content.
为什么管用
- A playable joke spreads on its own, so the brand got reach from coverage and streaming rather than buying it.
- It let KFC satirise its own mascot, which made the meme relatable to young gamers instead of feeling like an ad.
- The game was free and on Steam, so the audience did the distributing.
- It gave streamers and journalists a novel piece of content to discuss, extending the brand into a subculture.
可以搬走什么
Give people something to play with and they will distribute the brand for you; the joke becomes the ad.
后来呢
The game became a landmark of 'weird brand games' and a case study in using irony as a distribution strategy, part of a run of KFC stunts that reframed a 1950s brand as knowingly absurd online.
资料来源
- KFC's New Dating Game Seeks Love for the Colonel
- KFC Creates PC Game Where You Date An Anime Colonel Sanders
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