February 25, 2008
KFC Tea Dog Gambols on Mobile Internet
Duration: 2 December, 2007 – 31 December, 2007
Company: Madhouse Inc. )www.madhouse.cn)
Client: KFC
Background
In December 2007, KFC launched its New Year campaign featured the Tea Dog theme to promote its new set meal. To boost the campaign within a short amount of time, KFC sought out Madhouse’s services to engage the consumer using mobile media.
Objectives
Promote KFC’s Tea Dog campaign on mobile internet, drive sales and acquire new consumers
Create an interactive channel to engage the consumer
Establish a consumer database for future marketing campaigns
Solution
Designed and built by Madhouse, the KFC’s mobile campaign site )wap.KFC.com.cn) lets consumers download the KFC TVC jingle and animated wallpapers, sign up for a luck draw and refer the mobile site to their friends. Consumer who downloads the Tea Dog wallpaper can present it at KFC stores to redeem a printed coupon. Registered users not only stand the chance to win a stylish cell phone valued at RMB 3,000, but can also receive future information on KFC’s products, campaigns and mobile coupons by SMS or MMS.
With a Frequency cap of three clicks per unique users per day, mobile banner ads were served on MadNetworkTM to reach the massive base of mobile users across China.
Results
As of December 31, 2007, the campaign resulted in more than 340,000 downloads of the Tea Dog wallpapers and almost 100,000 downloads of the TVC jingle within only 29 days.
In addition, the campaign enabled KFC to assemble a database of more than 63,000 registered users’ information for future marketing campaigns.
