The KFC’s EXO Toy Series - the first fast food toys that transcended their plastic physicality and became music, game and fan portals. We started by fashioning the toys in the likeness of the band members of Exo, a popular Chinese-Korean boy band.

Purchasing the toy meal was just the beginning and lead to a full branded mobile entertainment & content experience. Buy the toy meal to unlock hours and hours of entertainment with Exo.

QR codes under each toy, scanned through an app, unlocked a 75-level game, featuring the band members and their music. Success at each level led to new songs, videos and downloadable Exo freebies including selfie-overlays, Wechat emoticons and even Exo’s custom wake-up alarms. The more toys you scanned, the more entertainment content you unlocked.

After just three weeks and 2 million downloads, the game clocked 48 years of playtime. (Combined time spend by all users playing the game, tracked via data source Flurry)

The toys themselves gripped the imagination of people all over the country. Some designed custom-made clothes for them. Others took them along on their travels. Overall tens of thousands of interesting user generated content pieces were created, and the campaign hashtag was viewed over 1,6 Billon times on Weibo (China's Twitter)

KFC had to start a new production run just to keep up with the demand. After all 5 million toys ran off the shelves, a black market opened, with sellers on Taobao & Ebay demanding as much as 30 US dollars per toy.