KFC Fry Hard 2.0 Gamified Sports Marketing Campaign

Following the success of the original campaign, KFC launched Fry Hard Fans 2.0m a gamified sports marketing campaign designed to reignite fan excitement, drive delivery engagement and build deeper loyalty among cricket audiences.

The goal was to evolve the experience with a more interactive and competitive gameplay mechanic, while continuing to capture valuable first-party data for future campaigns.

 

Our Approach

We levelled up the original activation by introducing a custom-built, cricket-themed game inspired by Stick Cricket. This skill-based mechanic added a new layer of competition, allowing fans to actively play rather than simply collect.

The experience was powered by geolocation, with over 40,000 virtual KFC buckets dropped nationwide. Fans could discover, collect and play, creating a more dynamic and rewarding interaction with the brand.

By combining gameplay, competition and rewards, the campaign encouraged repeat participation and ongoing engagement, reinforcing fan loyalty throughout the activation.

How it Worked

Fans pre-registered via a mobile-first journey and opted in to participate. Each day, they received opportunities to collect geolocated assets and play the game for a chance to win rewards.

The experience was delivered through a web-based platform, accessible via a simple link and distributed across digital and social communication channels, with no app download required.

40 000 + Assets collected

Thousands of Rewards Redeemed

First-party Data Captured

KFC

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KFC 3

A gamified cricket campaign where fans spun a spin-to-win mechanic to unlock prizes triggered by live match moments.

Klipdrift

A digital fan hub that transformed a simple sponsorship into an immersive rugby world, boosting brand engagement both in-stadium and online.