Today, mobile games are extremely popular, with 3 out of 4 users playing daily. KFC capitalized on this by connecting gaming and ordering, transformed players into brand consumers. KFC introduced “Gaming Commerce”, on China’s largest mobile social platform, WeChat. The better your game scores, the better the KFC discounts and coupons. Gamers could order KFC delivery in the game or invite WeChat friends to score points and get lives. In just one month, sales volume of KFC buckets increased by 66% with over 1 million pieces of KFC Gaming Buckets being sold.

In the digital age it has become difficult and costly to get consumers’ attention. Brands are struggling to maximize the value of interaction and further transform it into brand favorability and product sales.

To bring back the passion and nostalgia for arcade games, KFC partnered with gaming company, Bandai Namco on China’s largest mobile social platform, WeChat. KFC connected three classic arcade games Pacman, Galaga and Battle City with their delivery menu.

Today, arcades are a thing of the past. But mobile games are huge with 3 out of 4 youths playing every day. When gamers play, they don’t go out. So they stay in and order food delivery. By capitalising on this food delivery market, the gaming commerce connects gaming and ordering, transforming players into brand consumers.

On China’s largest mobile social platform, WeChat, KFC connected three classic arcade games Pacman, Galaga and Battle City with their delivery menu.

KFC introduced “Gaming Commerce”, where the better your game scores, the better the KFC discounts and coupons you can receive. Players can get higher scores by leveling up, even unlocking the hidden levels. But no matter the scores, gamers could order KFC delivery in the game itself. To achieve further rewards, players could invite WeChat friends to score points and get lives. They could also order a KFC Gaming Bucket to earn more lives.

KFC created an immersive gaming experience for players, with the integration of images of the three games into bucket design, themed pocket stores, offline stores, and limited edition magnets and T shirts.

The social buzz around KFC was at an all-time high due to gamers engaging with the content. In two weeks, peak daily active KFC/Bandai Namco players reached 1 million, and the game ranked in the Top 10 games on WeChat.

In just one month, over 1 million KFC Gaming Buckets were sold. Sales volume of KFC’s fried chicken buckets increased by 66%. And total sales increased by 41%.

*Data source: Yum China.