The Menu Game

KFC Spain, Netflix, and PS21 reimagined traditional advertising with The Menu Game, a true Living Ad inspired by Squid Game, unveiling KFC’s new exclusive menu. Held at Madrid’s Caja Mágica on 19 December 2024, just one week before the release of the show's second season, the 3-hour-and-37-minute event brought together 456 participants for 12 thrilling challenges, echoing the iconic format of the series. Hosted by Ibai Llanos, alongside Jaime Mellado, Sergio Ferra, and Nil Ojeda, the event combined live entertainment with real-time interactivity on Twitch, where viewers directly influenced the competition’s outcome.

The impact of this Living Ad was remarkable: the event attracted over 850,000 unique viewers on Twitch, while the aftermovie on YouTube garnered 1.1 million impressions and 36,000 hours of watch time. Across both platforms, the campaign exceeded 3.5 million views and generated 754 million social media impressions.

The commercial results were equally impressive: KFC sold 400,000 units of the exclusive menu, driving over €4 million in sales, marking the brand's most successful activation in Spain to date. On its first weekend, 14 December 2024, KFC achieved its highest sales day in Spanish history, generating €2.1 million in revenue. Furthermore, 23% of all transactions during the campaign included items from the special menu, cementing its success in the market.

This campaign showcases the power of a Living Ad, transforming a brand message into an immersive, interactive experience that engages, entertains, and delivers commercial impact.