KFC empowers NRL fans with fan engagement app ‘KFC Viewer Verdict’ via Ogilvy Sydney
KFC and Ogilvy Sydney have launched KFC Viewer Verdict, the ultimate fan engagement platform which empowers fans to play a real-time fan-version of the NRL video referee.
KFC Viewer Verdict allows fans to prove they can do better than the video ref, empowering them to be totally immersed in their favourite sport and win great prize incentives to take part.
Says Shaun Branagan, group creative director, Ogilvy Sydney: “Video referee decisions have been causing arguments since they were introduced in the late 90s. We wanted to give fans a taste of how tough the job of the video ref really is. Viewer Verdict does exactly this plus it gives fans something fun to do in the dead time while waiting for the official NRL decision.”
KFC Viewer Verdict is a real-time fan-version of the NRL video referee. Game play is simple: with live API feeds from the Bunker, fans watching a live game can decide Try / No Try during the time the official decision is pending. Every verdict is an entry in the running to win a total of $80,000 worth of prizes, with 20+ winners every week.
Launched at the beginning of NRL’s Round 10, KFC Viewer Verdict already boasts more than 10,800 sign-ups and a total of over 13,400 verdicts across 3 rounds.
Says Angela Richards, chief marketing officer, KFC: “We know KFC lovers are sports mad and we wanted to reach NRL fans who love our brand and reward them for their loyalty. KFC Viewer Verdict is the perfect way to empower KFC lovers to engage in their love of NRL and have some fun while doing it. We look forward to rolling out Viewer Verdict beyond this NRL season.”
The campaign is supported by paid media and owned channels including: KFC website and FB page (more than 50.5M followers), eDM, KFC App, NRL website and NRL app, plus broadcast integration through FOX including a live broadcast graphic, which pull live stats from Viewer Verdict during Matty Johns’ segment.
Ogilvy
Rob Morrison (Creative Director)
Gareth Barlow (Senior Art Director)
Shaun Branagan (Group Creative Director)
Ryan O’Connell (Head of Strategy)
Michelle Holland (Managing Partner)
Naomi Shilton (Account Director)
Kate Smith (Account Director)
Jordana Smith (Account Manager)
Emilie Ammann (Senior Digital Account Manager)
Pedro Da Palma Rosa (Digital Operational Director)
Dan Adijan (Technical Director)
MediaCom
Jessica Relph (Activation & Investment Manager)
Christina Cagorski (Client Director)
PRISM
Emma Hosking (Partnerships Executive)
Ashley O’Rourke (Partnerships Director)
KFC
Angela Richards (Chief Marketing Officer)
Nora-Kate O’Connell (Marketing Manager)
Sally Spriggs (Marketing Director)
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KFC Viewer Verdict