The World Cup is the most watched soccer event. There's no denying this is an exciting event for brands, with massive viewership, increased awareness, and high social engagement. KFC decided to hijack this tournament through a real-time promotion campaign ‘Checking for Chicken. Turning the ‘nothing to do’ VAR (Video Assistant Referee) moment into the anticipated moment with various types of coupons spread during each VAR checking.

The World Cup, the most watched soccer tournament in the world, is anticipated by billions of people every four years. There are many brands that would like to participate in this event by spending a lot of money to be its sponsors. But this year, KFC would like to steal the thunder from the other brands with fewer budgets.

KFC Thailand decided to hijack the biggest tournament, the World Cup 2022, through “Checking for Chicken.” Turns the dull VAR moments into exciting moments by creating limited free chicken coupons following VAR checking each time and sending them to consumers automatically whenever the referee makes a checking signal.

Video Assistant Referee (VAR) technology has returned in the 2022 FIFA World Cup. Despite the fact that the technology has been in use for a while, VAR continues to irritate game viewers because of game delay and mistakes from VAR checking. And in the first game of the 2022 World Cup, VAR drama happened in a few minutes. So it’s time for KFC to make these boring times into exciting ones via a real-time promotion that occurs when the referees make a VAR checking signal.

Turning ‘nothing to do’ time gaps during VAR checks into participating time. "Checking for Chicken" The VAR promotion campaign that only appears in boring VAR moments. These coupons automatically pop up in the KFC application when the referee makes a VAR checking signal. We create various product-related coupons that follow different types of VAR checking for a limited time ; for example, when VAR is checking offside, KFC will offer a “Chicken offside the Bucket Set” coupon for free.

Over 400,000 people joined this campaign and collected coupons. Increasing 50,000 new followers on KFC's official Facebook fan page. 65% of brand recalled which higher than official sponsors.