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A finger lickin' good sponsorship deal
Popular chicken restaurant chain KFC announced earlier this week that is forging an association with star-studded music, youth and entertainment culture via an extensive six-month sponsorship campaign with MTV Networks Africa. The multi-property TV marketing deal sees the fast food retailer sponsoring MTV's three major entertainment award shows.
The three shows are MTV Movie Awards, MTV Video Music Awards and the MTV Europe Music Awards, on both MTV base (DStv Channel 88) and MTV (DStv Channel 85) throughout 2007.
Commented Alex Okosi, senior vice president and GM, MTV Networks Africa: “MTV's award shows are among our most iconic programming franchises, providing brands with compelling sponsorship elements for connecting with consumers. We are delighted that KFC is partnering with us via these shows.'”
KFC's commitment encompasses sponsorship billboards on all awards-related programming on the two MTV channels, plus an on-air spot buy running on MTV base and MTV European between May and November 2007, broadcasting to five million potential TV viewers across South Africa.
Key driver
KFC will use the sponsorship as a key driver of its new ‘Dude, I'm A Star' consumer campaign, which aims to encourage consumers to interact and have fun with the KFC brand and reinforce that KFC is a contemporary, relevant, and carefree brand.
In addition, KFC will benefit from multiple on-the-ground marketing activations, including screening parties and ‘campus invasion' activations. The campaign will be rounded in the form of a KFC ‘Dude I'm A Star' camera booth visiting campus, high school and shopping mall locations, where consumers will have the opportunity to showcase their dancing, beat-boxing and singing skills in front of the MTV cameras for later airing on MTV channels.
As part of the sponsorship campaign, MTV and KFC will run a major on-air consumer competition, offering money-can't-buy prizes to MTV events, including tickets to the KFC MTV campus parties and a VIP ticket to attend the MTV Europe Music Awards in Munich, where the winner will rub shoulders with the hottest music artists in the world.
Winners of the ‘Dude I'm a Star' activation will additionally achieve their own 10 seconds of fame during the TV broadcast of the MTV Video Music Awards and MTV Europe Music Awards, when their clips will be aired on MTV base and MTV. A dedicated website dedicated to the ‘Dude I'm a Star' project, where consumers can upload clips and vote for their favourite clips, is available at www.blueworld.co.za/kfc.
