Augmented Reality in Sports: Smart Fan Rewards with KFC

KFC wanted to go beyond traditional match-day promotions and find a smarter way to connect with cricket fans. The brand needed an activation that would capture attention in busy stadium environments, reward fans in an engaging and memorable way, and gather valuable first-party data for future personalisation.

As a long-time partner of Cricket South Africa and the Proteas, KFC also wanted to show up differently. By using augmented reality in sports, the brand not only kept fans immersed in the action but also strengthened loyalty through meaningful interaction.

 

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.
Win big. Save bigger. Redeem in-store today.
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.

The Approach

We created Fry-Hard, a Web AR-powered game that fans could play instantly from their smartphones, with no app download required. The experience let users collect virtual assets, unlock branded rewards, and access exclusive KFC Delivery+ deals, all without missing a moment of live cricket.

The activation showcased the power of augmented reality in sports. Through gamification, fans stayed engaged and were encouraged to play repeatedly. Moreover, the experience captured first-party data on fan participation. These insights gave KFC the tools to target and personalise future campaigns, turning short-term engagement into long-term brand value.

The Results

  • Thousands of participants joined the game, which significantly boosted match-day engagement.

  • High redemption rates showed fans were not just playing but converting.

  • Social sharing extended reach far beyond the stadium.

  • KFC gained actionable first-party insights that can fuel future loyalty campaigns.

Fry-Hard showed how augmented reality in sports can both entertain fans and deliver first-party data, creating stronger connections between KFC and its audiencerem

KFC Fry-Hard AR game with Cricket South Africa using augmented reality in sports.

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Digital cricket bat illustration with red handle, cover graphic for KFC Fry-Hard Fans 2.0 campaign using augmented reality in sports.
Burger King and Pepsi X Marks The Drop campaign logo featuring a bold 3D X symbol with brand logos on each side, representing their rewards campaign.

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