Fast food chain KFC will be celebrating 50 years of sharing its famous Original Recipe™ in South Africa and to celebrate its golden anniversary not only did it turn its first ever restaurant GOLD overnight but has South African fans hunting for up to R50 million (over $3.3 million) in real gold tokens.
And its Gold Rush with a digital twist. Not only can South African customers stand a chance to win just by purchasing any KFC Golden Bucket, but the South African marketing team have also launched an Augmented Reality (AR) ‘KFC Gold Hunt’ for Vatoms – a first for the local market - where fans can stand a chance to win additional prizes and KFC menu items, as well as MORE real gold.
By registering on the KFC Gold Hunt site (www.kfcgoldhunt.co.za) and, using a smartphone, Golden Buckets can be found, viewed and caught in Augmented Reality, which are then kept in a Gold Vault until revealed and redeemed. However, true to KFC’s digital agility and distinctive focus one experience, the hunt innovation goes beyond that as unlike standard AR campaigns where visuals are layered over ‘reality’ KFC Golden Buckets will actually be Vatoms – unique digital objects. So, for the first time locally, the element of relative scarcity will also be introduced to a marketing execution.
As South Africans ‘dig in’ for their chance to win their share of R50 million in gold, to add to the shine – the first store in the country, situated in Orange Grove, Johannesburg (also known as the city of gold in South Africa) got its gold makeover – literally overnight. The restaurant has been serving the brand’s famous fried chicken in the perfected secret recipe of 11 herbs and spices since it first opened in 1971, serving approximately 150 000 customers every year or 7.5 million customers since inception.