Despite dramatic swings in value, long and short-term volatility, and general confusion around cryptocurrency, the Colonel’s Original Recipe chicken remains constant—it’s finger lickin’ good.

So, KFC asked Canadians to trade their Bitcoins for Buckets in this revolutionary development in the crypto-chicken space.

KFC introduces The Bitcoin Bucket.

We upgraded the $20 Bucket to the 0.0041 Bitcoin Bucket, or whatever its ever-fluctuating value happened to be at the moment.

We started trading on a Facebook Live video, in which a bucket of KFC tracked the hyper-fluctuating real time value of a $20 Bucket in Bitcoins—from 0.0021 to 0.0033 to 0.0019.

Canadians could then go to our online store and trade their Bitcoins for a bucket of chicken at that price.

We used humour, real-time social engagement, and the currency everyone was talking about to make a big impact.

Bitcoin wasn’t going to be breaking news forever—we had to act fast.

We quickly produced the online content, including teaser videos, photos and GIFs. We then integrated Bitcoin payments into our online delivery store, a first in the restaurant world. Finally, we created an automatic system that sent the Bitcoin orders to local food delivery services across Canada.

We did it all in seven days.

Launch day, a Facebook Live video tracked the real time value of the Bitcoin Bucket. This required us to update the video every two minutes with the current price of $20 in Bitcoin. The video linked to the online store where Canadians could purchase the bucket at that price.

The live video was shared to Twitter, where we focused the majority of our social conversation, and even entered a humorous conversation with the founder of LiteCoin (Bitcoin’s greatest rival) about creating the LiteCoin Bucket.

6.6 billion earned media impressions

6.08 million unique social users reached

436k social engagements

+$1.13 Yum! Brands stock increase

$15,000 CAD Budget