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KFC “Unbelievable Unthink Sweepstakes”
KFC wanted to ensure success for the launch of their newest product, Kentucky Grilled Chicken, so they turned to SCA for help. Working with KFC's agency, SCA created an online contest utilizing PrizeCode™ that offered consumers the chance to win cash prizes ranging from $50 to $50,000. SCA not only provided the promotional prize coverage, but they also handled game piece printing, Web site building and hosting, and the creation of the contest rules.
Objectives:
- Make a big impact with the launch of Kentucky Grilled Chicken.
- Encourage consumers to try the new product.
Strategies:
- Distribute over 240,000 game pieces throughout the Chicago Designated Market Area.
- Encourage consumers to visit a microsite and enter the code on their game piece to see if they are a winner.
Results:
- The launch was a huge success, as consumers redeemed between 15% and 20% of the coupons.
