Brief
BBH Live’s social listening had found a 500% rise over three years in people mourning the death of split-screen gaming, and an organic conversation about KFC running alongside it. The answer was the Colonel’s Couch and a live tournament: four grime artists against four gaming stars, the first outing for a format KFC called KFC Vs.
What We Built
I placed Novelist. He competed alongside Big Narstie, P Money and D Double E against Ali-A, Clare Siobhan, MiniMinter and JMX, hosted by Maya Jama and streamed on Facebook Live and Twitch. The prize was chicken for life.
Outcome
Campaign results (BBH / KFC): — 2.7M people reached by the live stream — 87% of KFC’s target audience saw the campaign within five days — Highest organic reach of any KFC video — First live stream Facebook had ever promoted
