Gamified rewards in sports marketing
KFC returned with a bold brief: deliver an activation that showcased gamified rewards in sports marketing. Additionally, the campaign needed to engage fans live at the Proteas vs India cricket series, capture the attention of younger audiences, and build on the momentum from Fry Hard Fans 1.0 and 2.0.
The Approach
We levelled up the Fry Hard AR game with two innovations that pushed the boundaries of innovative sports marketing.
Spin-to-Win dial: a new mechanic that gave users a chance to win instant KFC meal deals.
Gold Bucket mode: powered by second-screen logic, the virtual bucket turned gold whenever a six was hit or a player was caught out, unlocking premium prizes in real time.
The hybrid format allowed fans to engage both in-stadium and remotely. Live audiences enjoyed geo-triggered drops of virtual assets, while remote fans joined from home. With no app required, the experience embodied augmented reality in sports, letting fans spin, win, and share instantly.
The Results
85–90% engagement rate
15–20 minutes average dwell time
Large-scale first-party data capture
Real-time cricket integration that deepened fan immersion
Ultimately, Fry Hard Fans 3.0 showed how gamification in sports and augmented reality marketing can transform fan engagement. The campaign elevated loyalty, delivered measurable data, and proved the impact of gamified rewards in sports marketing.
Explore More: KFC Fryhard fans 1 & 2
