In an evolution of its wider Snapchat initiative, KFC UK & Ireland is bringing its Colonel ‘Selfie’ Snapchat filter to the high street, in a media first using Snapchat’s snap to unlock feature. This feature will appear in an OOH advertising campaign planned and executed by Blue449 and Posterscope, creative by BBH.
Joshua Benge, KFC Social Media Manager said, “Our younger fan base spend a huge amount of their media time on their mobile devices when they are outdoors so we looked to combine the two. This is a fun and engaging way for us to extend our previous in-store Snapchat campaign. By unlocking the secret filter, people can have fun with the Colonel and share the moment with their friends.”
Launching in November, the campaign will allow Snapchatters to unlock a unique filter to take a selfie with the Colonel. Passers-by can snap the code on phone box ad sites in close proximity to KFC restaurants across the UK.
Brad Gilbert, Strategy Account Director, Posterscope, added: “Touchpoints shows us that 99% of smartphone owners use the internet on their phone while OOH during the week, so this campaign taps into current user behaviours. Moreover we know from our past campaigns and Outsmart research that OOH boosts mobile performance so this campaign will take an interesting look specifically at OOH’s effect on social performance.”
The creative treatment makes an analogue ad format digital and a static poster interactive, and is the first time the snap to unlock feature has been used on OOH sites in the UK.
In 2015 when KFC applied Snapchat Sponsored Chain Geofilters in-restaurant, these increased in-restaurant traffic by 23%. This campaign will build on this approach.
Lewis Starnes, Blue 449, commented: “Our Snapchat Geofilters have been a great way to reward and entertain our younger consumers and also enhance the in-restaurant experience. As the OOH format most seen by teens across the UK, our kiosk holding is the perfect vehicle to explode usage of our Colonel selfie filter and surprise and delight youth audiences at scale across the UK”.