We created a brand new engagement concept, The KFC Twister Diaries, in collusion with the housemates. The Diaries contained exclusive, unseen footage of Housemates confessing their private thoughts to camera in the diary room: 'Twister Diaries' featured prominently, with the logo displayed as a corner graphic, a Twister Diaries Segment Opener and Twister Diaries Winner Announcement.Engaging viewers every day, there were: –5 unique pieces of content within the TV program–over 130 unique content pieces featuring the housemates Viewers logged on to a KFC branded page on the Big Brother website to access limited KFC Twister Diaries and to submit questions, which the housemates would personally answer in the next installment of Twister Diaries. KFC had ownership of Twister Diaries page, Twister Diaries Competition page and Nominations & Evictions pages. A unique coded promotion stimulated Twister sales.

Media Return on Investment was 224%.

There were 4.9m online impressions, almost 76,000 competition entries and 5,000 opt-ins to the KFC database.Testament to the high levels of engagement, audiences viewed over 47,500 housemate videos, spending over 13 minutes on the Twister Diaries pages on average.

Most importantly, sales increased by 10% year on year, sustaining the business over a 10 week period. Over 900 sales were generated per store, 50 higher than forecast.We demonstrated that we could breathe new life into an established media property AND deliver the numbers yet again. The client was, once again, delighted.