For KFC and Cricket in 2017, Ogilvy devised an unprecedented digital campaign spanning across all forms of media and platforms. The premise revolved around inviting Australians to enlist in the Buckethead Army, to show their support for the Magellan Ashes and the KFC Big Bash League. Enlistees could visit the website "thehcg.com.au" to sign up to the Buckethead Army, whereby they could show their support by donning a KFC Cricket bucket, and by playing the Bang your Buckets interactive web game on the HCG website.
Enlistees competed for prizes during live Cricket matches, whereby they fought to bang as many buckets as they could before the match was over. Top scorers on the leaderboard won KFC vouchers.
Users who enlisted in the Buckethead Army had their own profiles to see their impressive gaming statistics. The option to upload your own personal army photo was encouraged to see your face up on the website, leaderboard, and potentially on digital signage at the Cricket stadiums.
When a live Cricket match was due to commence, a countdown clock revealed the exact time remaining. During this downtime, users could still play the game in "practice" mode.
The leaderboard was reset per Cricket match for KFC voucher prizes issued daily. A grand prize of tickets to the BBL final was on the table for the most enthused Buckethead gamer.
Tech: HTML5, JavaScript 5, Greensock, PixiJS v4, PHP/Drupal.
