Happy Valentine’s Day everybody!
I’ve been wanting to write this one for a few days, but I thought I would save it until February 14th itself. I love this campaign (no pun intended) firstly because it’s unique, secondly, because it’s timely and thirdly, because it’s actually the kind of PR campaign that can result in genuine leads, genuine sales and genuine profit for a business.
This is what KFC has been up to for the past few weeks…
KFC & Pizza Hut
First to catch my eye was an article by the LadBible, which revealed that Pizza Hut had a new item on their menu: KFC popcorn chicken pizza. Weird? Yes. Intriguing? Definitely yes.
Though I’m not much of a pizza fan myself, I can’t deny that this didn’t grab my attention. Totally ridiculous, but it totally works.
The perfect Valentine’s Day dish?
KFC & Moonpig
Then came the next mention of KFC on my Facebook home page. It was at this point I questioned “what on earth are they up to” as they unveiled what I then thought was a double-pronged attack.
This time, they’d teamed up with Moonpig to create a KFC styled Valentine’s Day card that… Wait for it… Smells exactly like their iconic fried chicken. Gotta be honest, it wouldn’t be my cup of tea but I don’t doubt that there are some out there who’d have this on pre-order if they could.
So you’ve got the Valentine’s Day meal, you’ve sent the card. Now all’s that’s left is the perfect present for the special person in your life.
KFC & Crocs
What better a present than Crocs that look like you’re sporting two giant KFC buckets on your feet? Yes, you heard that correctly. KFC’s double-pronged attack turned into a triple threat as only a few days ago they dropped their latest saga to this campaign: the KFC style crocs.
If it sounds absurd, it’s because it is. But that’s kind of why I love this.
Bringing It All Together – Why I Love This
It’s absolutely no coincidence that all of these ‘product launches’ were announced around the same time. Just one of them would have generated enough media attention to be proud with, but why stop there? Thanks to slowly dripping these quirky KFC products into the media, they’ve penetrated the public’s attention time and time again.
And if every time you see an article you think ‘I could really eat a KFC right now’ then know that that’s not by chance, it just means their clever marketing strategies are working a treat.
What more, shouting about these new campaigns has lent a steady search increase to the brand on Google. With terms such as “KFC Menu” searches increasing by over 4000%.
The only real shame about this is that from a link building perspective, it’s the other brands that are feeling the benefit – not so much KFC. It’s much easier to link to a product page than it is a brand, and because KFC are marketing their creations on the other brand’s sites, it’s them that are feeling the benefit. But that being said, are links even a priority to KFC anyway?
Alongside McDonald’s and Burger King, the fried chicken chain is undoubtedly one of the fast-food market leaders. They don’t need great SEO as much as companies such as Moonpig, and Crocs (who are both in heavily competitive markets would). Maybe this was part of the deal?
Because at the end of the day, it’s not so much search intent that will drive you through the doors of your local KFC, but more so hearing about the brand and not just once but time and time again.
Which is exactly what they’ve nailed here.
What do you think? Let me know in the comments below or on Twitter.