Skip to content
Sports — Gadgets

Corrupted Containers Aid Call of Duty Players to Evade Demise

Frederico Roberto from TBWA\RAAD discusses strategic approaches and collaborations with content creators

,   and  Administrator
2 min read
Creative artist and TBWARAAD representative, Frederico Roberto, delves into strategic partnerships...
Creative artist and TBWARAAD representative, Frederico Roberto, delves into strategic partnerships and collaborations with content creators

Corrupted Containers Aid Call of Duty Players to Evade Demise

Fried chicken giant KFC launches an innovative "Bribe Buckets" campaign, allowing Call of Duty gamers in the UAE and Saudi Arabia to negotiate their in-game survival with real-world fried chicken vouchers. The campaign, conceived by TBWA\RAAD and unveiled on January 14, utilizes the game's proximity chat feature to enable players to communicate with each other when they're in close proximity.

In an unusual twist, gamers can use the proximity chat function to offer their opponents virtual fried chicken instead of violence. As Frederico Roberto, executive creative director at TBWA\RAAD, succinctly explains, "If you get close to your enemy, you'd normally try to kill them. So you have to bribe your way out of the situation with the proximity chat feature. We basically hacked that moment of the game to say, 'Don't kill me, I have a voucher for you!'"

Gaming is a significant area of focus for KFC, as the company's target audience spends substantial time and money on it. According to Roberto, the collaboration between TBWA\RAAD and KFC on various gaming projects over the last 18 months underscores this focus.

The campaign began with a TikTok video from KFC's gaming-focused account, @kfcgamingme. Players who reposted the video received KFC voucher codes in their direct messages. TBWA\RAAD opted for TikTok over Instagram due to its more fluid and transactional nature, enabling easier engagement between the brand and its audience.

Content creators were also enlisted for this campaign, receiving briefcases filled with Bribe Bucket coupons. Influencers play a significant role in modern marketing strategies, according to Roberto, as they provide a sense of authenticity that traditional advertising lacks. Collaboration with influencers helps KFC extend its reach and boost engagement, he added.

Although redemption numbers were not specified, the campaign proved successful based on fan response, with over 400 voucher requests on the first day and the TikTok video earning 5 million impressions at launch. The campaign serves not only to increase sales but also to bolster brand love by demonstrating KFC's commitment to the gaming community it targets. By leveraging gaming culture in a creative and engaging way, KFC managed to authentically connect with the younger, tech-savvy demographic it aims to reach.

  1. The innovative "Bribe Buckets" campaign by KFC allows gamers to negotiate their in-game survival with real-world fried chicken vouchers, marking a unique blend of business, technology, and social-media.
  2. In the campaign, content creators, as influencers, play a significant role, receiving briefcases filled with Bribe Bucket coupons to extend the brand's reach and boost engagement.
  3. TBWA\RAAD, the agency behind the campaign, chose TikTok over Instagram for its fluid and transactional nature, enabling easier engagement between the brand and its audience, particularly in the realm of media and entertainment.
  4. As gaming is a significant area of focus for KFC, with its target audience spending substantial time and money on it, the collaboration between TBWA\RAAD and KFC on various gaming projects, including casino-and-gambling and sports-related initiatives, underscores this focus.

Read also:

    Related

    Latest