Brandon Jessica Sean
• KFC Foundation College Scholarship
• $20,000 Scholarship Based On Twitter Message
• November 16 – November 26, 2010
Keep It Short and Tweet….
•High School Seniors
•Send A Single Tweet (140 Characters or Less)
“Why They Exemplify Colonel Sanders Commitment to Education and Enriching Their Communities”
Purpose:
• “This year, through one of the hottest emerging forms of media, we want to offer students a creative way to realize their dreams of obtaining a college education.”
John Cywinski, Chief Marketing and Food Innovation Officer
Objectives:
• Appeal to High School/College Age Kids– Big Social Media Users– High Disposable Incomes– Large Segment of Fast Food Consumers
• Drive Traffic To KFC Twitter Account
• Free Mentions In Media– Mainstream, Blogs, Social Media
• CHAIN MONSTER
• ABC NEWS
• CNN
News Coverage:
• Fox 11 News
Campaign Evaluation:
• Generated More Than 1,000 Media Placements– 60 Million Media Impressions– 2 AP Wire Stories, Every Major TV Network, Cable
Networks, Newspapers, Internet Sites, Blogs
• 9 Million Social Media Impressions
Weber-Shandwick Claims
@kfc_colonel
• The KFC Twitter Handle Saw a 20% Jump in Followers in Just 2 Weeks
But, Was It Really Successful…?
• Campaign Recap
•Just 2,800 Total Tweet Entries•Numerous Tweeters Violated Rules
•Less Than 1 Person Per County (0.89)
• 17-year-old Amanda Russell – Scholarship Winner
Winning Tweet:
"Hey Colonel! Your scholarship's the secret ingredient missing from my recipe for success!
Got the grades, drive, just need cash!"