KFC Fryhard Fans 2.0

After the success of the original campaign, KFC South Africa wanted to bring fans back for more with KFC Fryhard Fans 2.0. The goal was to reignite excitement for its delivery service. It also aimed to deepen loyalty among cricket audiences and capture valuable data for future personalisation.

KFC needed an innovative sports marketing activation that combined fun with measurable impact. The challenge was to design something new that showcased augmented reality in sports. It also needed to reward fans in real time and stand out in South Africa’s vibrant cricket culture.

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.
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

To achieve this we levelled up the original activation with a new gameplay mechanic, a cricket-themed, tap-to-play challenge inspired by stick cricket. Over the course of five days, more than 40,000 geo-dropped virtual assets appeared nationwide, represented as floating KFC buckets in AR.

Fans pre-registered on a custom campaign site, opted in, and received two daily chances to collect and play. As a result, the experience embodied AR gamification in sports, keeping fans engaged through competition, rewards, and playful interaction.

Moreover, by integrating sports fan engagement with AR and prize-driven mechanics, Fryhard Fans 2.0 didn’t just entertain fans, it also enabled first-party data collection in sports marketing. These insights gave KFC the tools to personalise future outreach and strengthen loyalty.

The Results? 

  • 40,000+ AR tokens collected nationwide

  • Thousands of prizes redeemed, boosting delivery sales

  • High opt-in rates, strengthening fan engagement

  • Widespread awareness through Proteas integration and social sharing

Ultimatley, KFC Fryhard Fans 2.0 proved how innovative sports marketing with augmented reality can capture attention, reward loyalty, and provide brands with measurable results. Additionally, it reinforced AR as a powerful tool for sponsorships and set the stage for even bigger activations to come.

Explore More: KFC 3.0 & ODD company

Cricket spin wheel graphic for KFC Fry-Hard Fans 3.0, symbolizing gamification and augmented reality in sports.
Odd Company AR can design used as the cover image for the festival marketing case study.

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