In 2015, KFC pioneered a collaboration with China's biggest video game, League of Legends, with a one-click delivery button integrated into the actual game.

Since 2015, gaming has not been a niche activity anymore as the gaming population continues to stretch beyond teens (24% YOY penetration growth among age 16-30 in China. Source: CNRS). Many brands have since partnered with games for an opportunity to speak to their target audience.

However, not all gaming collaborations were received well. Many were critiqued to be "taking the fun out of the game," drastically ruining the experience for gamers.

First, we incorporated the 5,000 KFC stores into the game's location-based system. Gamers can find the most sought-after, limited edition ghosts only in KFC stores.

Once in the store, gamers can also invite friends to hunt down ghosts, while interacting with cosplayers and physical props inspired by the game.

Inside stores, we turned one of the most popular in-game activities - a lucky draw system - into a real experience that gamers didn't want to miss. We developed an AR redeeming system so winners can claim their prize.

We also printed super-sized versions of the game's iconic environments, mounting them in KFC stores and even along metro station exits leading to these stores. When scanning these installations on mobile, gamers can take their photo with life-sized AR versions of popular characters in the game.

On social media, we created comics based on the game that fans can't get enough of.

This campaign became the biggest gaming collaboration in China!

3 million limited edition buckets were sold out in 3 days. Sales of participating stores increased by 400-500% during the campaign period.

12 million enthusiastic gamers rushed to KFC stores to immerse in their favorite game.

The collaboration became a sensation on social media, with #KFCxOnmyoji viewed over 100 million times.

The best part? The partnership fee to Onmyoji was zero. Yes, zero! Because the developers truly felt the collaboration added significant value to the game.

And it proved to. The Onmyoji game itself benefited immensely: 17% increase in new users to its already massive audience and 7% uplift in daily active users.

This campaign proves that by sincerely putting the consumer's happiness at the center, brands can enter into collaborations that benefit everyone: the consumers, the partner and the business.