KFC UK has partnered with Snapchat to produce a series of sponsored geofilters that will be available when customers use the app while at one the chain’s 900 locations in the UK, marking the first time a brand has made use of the geofilter unit in Britain.
The geofilter adds a special overlay onto images and video messages and updates sent using the popular ephemeral messaging service, with KFC making use of a seasonal theme that aims to “bring the joy of Christmas together with the joy of KFC”.
Snapchat users will be offered the filter when using the app while at KFC locations, and can use it to personalise their photos with taglines like “It’s the most wonderful bite of the year”, along with seasonal and KFC-related images.
According to The Drum, 60 per cent of 13 to 34 year-old smartphone owners in the UK make use of Snapchat, providing the fast food chain with a large audience in one of their key demographics who can use the app to spread branded messages among their friends.
“Snapchat is one of the most popular platforms and chain geofilters offer a fun and engaging way for our customers to share unique content whilst in and around our UK stores,” said Jenny Packwood, head of digital, PR and brand communications at KFC. “(Snapchat is) a great way for KFC to communicate directly with it’s younger fanbase who spend a huge amount of their media time on their mobile devices.”
The campaign was created by ZenithOptimedia Group’s Blue 449, with guidance from BBH, and will run for several months, going through a range of different executions to suit KFC promotions and seasonal changes.