KFC's ISP (in store prepared) process of making chicken from scratch wasn't relatively well known amongst the average consumer. We wanted to change public perception, and show the skeptics exactly how chicken was prepared behind the scenes at KFC in a fun and engaging way. We decided the best approach to build that awareness was through gamification. So we built a game. A mobile-first web-based game where players became the KFC chef in the kitchen, preparing as much fresh chicken as they could for a chance to win a free KFC feed.
Players were ushered through a training stage upon their first play, where they learned the overall process of preparing fresh KFC chicken in 3 critical steps: wash, fold, shake. Gameplay was tailored toward mobile, leveraging swipes, slides, and taps in conjunction with the phone's gyroscope to create the most intuitive 'hands on' experience.
After their training was complete, players were qualified KFC chefs, ready to jump into the game to prepare as much chicken as possible against the clock. The game was over when the timer gauge filled, prompting players to log in through Facebook Connect for their chance to win free KFC. Winners were notified immediately, an online voucher sent to their email address which they could later redeem in-store to claim their prize.
Alongside the web experience, we established activations in Westfield where the public could learn more about KFC's ISP process, and "Cook Da Chook" on the big screen for their chance to win Westfield gift cards.
Tech: HTML5, JavaScript 5, Greensock, Phaser, PHP, Facebook Connect.
