Following the launch of the KFC Brainwave Bucket last year, KFC Hong Kong joined forces with Edelman Hong Kong again to unveil a thought-provoking gaming experience “Bucketverse VR”.
As part of the brand’s new “Indulge in a Krispy Break” campaign, the initiative aimed to offer HongKongers a brief escape from their everyday stress, as part of its new “Indulge in a Krispy Break” campaign.
Available from 17 to 20 August, the campaign featured a KFC Bucket-esque booth at Hysan Place, Causeway Bay, transporting stressed consumers to another dimension when they can explore a Hong Kong-inspired virtual world and relieve stress by catching as much fried chicken as they can.
Commenting on the initiative, Janet Lau, marketing director of KFC Hong Kong, said: “We want to invite HongKongers into another dimension to take a brief break from the hectic city life and embrace a world of creativity and fun.”
She added that everyone deserves a Krispy Break, and through this campaign KFC HK hopes to show how the KFC brand is here to provide exactly that.
Meanwhile, Amy Cheng, Edelman’s creative director, said: “The game is designed to be fun-filled and slightly addictive – much like KFC’s delicious fried chicken.
Cheng said that it’s great when a brand actively asks for innovative ideas outside of traditional communications, and the Bucketverse was a demonstration of this. “Our partnership with KFC keeps welcoming different ideas and we hope this new form of Finger Lickin’ Goodness amplifies their brand promise to more fried chicken lovers around the city,” she added.
A spokesperson from Edelman told MARKETING-INTERACTIVE that this campaign shared a similar theme to last year’s Brainwave Bucket – acting in response to the stresses of everyday life in Hong Kong’s. “However, last year the brand was focused on people’s overthinking minds, whereas this year the strategy has evolved into a broad brand platform ‘Indulge in a Krispy Break’, showing KFC to be the light relief people need from all kinds of everyday stress,” the spokesperson said.
Back in October last year, KFC Hong Kong launched its first Brainwave Bucket, a brain-sensing helmet with a built-in headband that analyses people’s brain activity. The data from the helmet is connected to an app which provides real-time biofeedback showing how active the mind is.
The helmet design, and the mind-detecting enclosure, is based on KFC’s iconic bucket. People are invited to sit inside the bucket-inspired structure and wear the helmet on their head, after which they’re encouraged to switch off and think less with the help of some Finger Lickin’ Good chicken.
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This content was originally published here.