KFC Fry Hard Gamified Sports Marketing Campaign

KFC set out to launch a gamified sports marketing campaign that would go beyond traditional match-day promotions and create a more engaging way to connect with cricket fans. The goal was to capture attention in busy stadium environments, increase fan participation and build long-term loyalty through interactive experiences.

Welcome screen of the KFC Fryhard Fans AR activation inviting players to join the virtual hunt.
Mobile screen showing KFC Fryhard Fans AR campaign registration form with name and email input fields.
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Map interface from KFC Fryhard Fans WebAR campaign with floating KFC bucket icons for geo-location AR marketing.
Augmented reality view of a KFC chicken bucket floating on a city street in the Fryhard Fans AR prize hunt.
Mobile screen showing option to collect a virtual KFC bucket reward in the Fryhard Fans AR gamification campaign.
Fryhard Vault reward screen displaying collected KFC prizes stored for redemption in AR loyalty program solution.

Our Approach

We built a geolocation-based AR game that transformed the live cricket environment into an interactive fan experience. Using their phones, fans could catch virtual KFC buckets in real time, turning match moments into gameplay and giving them the chance to unlock rewards.

By embedding the experience directly into the stadium environment, the campaign encouraged fans to participate throughout the match. The gamified mechanic drove repeat play and ongoing interaction, reinforcing fan engagement and building brand loyalty over time.

At the same time, the experience captured valuable first-party data on fan behaviour and participation. These insights enabled KFC to better understand their audience and create more personalised, targeted campaigns beyond match day

High Fan Participation

Strong Reward Redemption

First-party Data Captured

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