Forget The Da Vinci Code – how about the KFC code? The fast food chain’s hot creative takeaway, with the help of TBWA/RAAD, is based on the insight that the world’s growing community of gamers never want to be torn away from their keyboards. Even to order food. So KFC turned to an insider gaming tool: cheat codes. All gamers had to do was type Shift + K + F + C and check out. With their favourite meal, credit card number and address already registered on the KFC site, the simple gesture was all they needed to get fed. To spread the word across 11 markets in Middle East, the agency created a gamer-friendly visual language and plastered it across advertising, food boxes and point of sale. As a result, orders increased by 30 per cent. Finally, a better way to play chicken.
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