Our idea was to create the Hard Way, a VR training game that taught consumers and employees alike how to make Kentucky Fried Chicken and how much hard work goes into it.

Built as an “escape room”, the Hard Way required players to go through all the steps of making a batch of Kentucky Fried Chicken before they could “leave” the room—all while being guided by an omnipresent robotic Colonel Sanders.

We first launched a teaser trailer on YouTube and on KFC’s social channels to introduce the idea to as many people as possible.

Then to further its reach, we held a press event in New York City to help generate earned media coverage and reviews of the Hard Way game.

To engage consumers, we made an early release of the game playable at select KFC locations across the country. Finally, to get the game in the hands of as many players as possible, we made the Hard Way available for consumer download on the Oculus platform.

The Hard Way isn't just an instructional tool—it's also been well-received as a great game. Influential gamers, like YouTuber Generikb (who has over 1.1M YouTube subscribers), downloaded the game and created their own playthrough videos.

The Hard Way was covered everywhere from IGN to PC Mag to Vice, and all told, the execution generated over 600 million earned impressions.