2007 saw the pimping of university campuses across the country, with KFC, Sound Media and 5fm's Elana Afrika prompting university students to engage in various crazy, fun and engaging activities.
Commissioned by Mindshare South Africa, Sound Media were tasked with creating a road show across eight universities; complete with outside broadcasts, dancing competitions, furious burger eating contests, and the students ‘pimping' their own cars. Needless to say, the activation saw the successes of the Pimped Out KFC Colonel Burger reaching new and interesting heights.
Daily prizes included airtime, Xboxes, iPods, cellphones, electric Shavers and KFC hampers – creating continued brand exposure for the KFC brand. With all the subsidiary activities taking care of the day-to-day brand reinforcement, the ultimate goal was to find the winner of the KFC Pimped Out VW Polo, handed over to a randomly selected consumer who engaged with the brand through the corresponding SMS competition, which saw 25000 entries over the two-month period.
With extensive promotional ad material, radio spots on varsity stations, online web banners and flyers, the KFC Colonel Burger Roadshow was a mammoth success, raising awareness of the new KFC campaign and re-emphasizing the ‘bigger, better burger'. An estimated 50 000 students were engaged during the day campaign, excluding 5fm listenership rates of the outside broadcasts.
Visit our PRESS OFFICE: Sound Media effectively engages with the clubbing, beach, shopping centre, school and outdoor platforms, ensuring successful infiltration into all consumer markets.- more....
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