Unconventional Marketing: How KFC's Chicken Corsage Campaign Increased Sales on a Delicious Prom Night
Crispy chicken... salty fries... not exactly the first thing that comes to mind when you think of prom night, right? Well, slow-dancing and bad music aside... maybe the idea isn’t so far-fetched. At least not for KFC anyway!
In 2016, KFC, the American fast-food chain known for its “finger-licking good” fried chicken, decided to take its brand to new heights with a unique and unusual marketing campaign that would make headlines and attract the attention of high school students all over the United States. The campaign was nothing other than the (drumroll please...) fantastic and limited edition "chicken corsage" that high school students could actually wear to the prom!? As weird as it sounds- It was a revolutionary step in the world of fast-food marketing, and it was a bold statement in saying that KFC was ready to break the mold and think outside the box of creative solutions.
The corsage was made of baby's breath and featured a small (REAL) chicken drumstick as the centerpiece. Thankfully the creation was wrapped in a special foil that kept it warm and cool during the prom... but still. The corsages were available for purchase through a separate dedicated website KFC hosted and could be reserved for pick-up at select KFC locations on the night of the dance! Students were able to show up at prom with a REAL piece of fried chicken stuck on their wrists or tuxedos. The corsage was not only a unique and original way to follow an age-old prom tradition- but also served as a subtle reminder of the delicious chicken KFC has to offer the world. A.K.A brand awareness!
After everything, the campaign was a great success among the students and even generated a lot of buzz on social networks (shhh... that was the goal this whole time!). Photos of prom-goers in greasy corsages flooded Twitter and Instagram, and the KFC website received a significant increase in traffic. The campaign was covered by many media outlets and even appeared on popular TV news! It was able to reach not only high school students but also their families and friends AND followers, which expanded the scope of the campaign.
According to KFC, the campaign generated a major increase in website traffic and an increase in online orders, too. In addition to all that success, KFC's social media followers increased by 25% in the weeks following the graduation campaign! Must’ve been all that buzz, right? The campaign was a huge marketing win, a unique and fun idea, and generated positive media coverage and social media engagement for the brand across more than one channel.
Not only was all this a genius way of creating a stir in a community and increasing brand awareness- but it also provided an opportunity for high school students to have an unforgettable and unique prom experience. What a win-win! They proved that even a ridiculous and unconventional marketing campaign can generate great brand awareness and sales if implemented correctly! This campaign can now serve as a great example for other companies: do not be afraid to think outside the box and create UNIQUE marketing campaigns that attract the attention of your target audience.
KFC's "Chicken Corsage” campaign was a bold move that paid off in the long run! The campaign was a success in terms of increasing website traffic, online sales, and social media followers. What else does a good brand even need?? It showed the power of a unique and unconventional marketing approach and how it’s these outlandish ideas that can lead to extremely significant results if implemented correctly! And to other companies out there who might be afraid to take the same bold steps: do not be afraid. Chances are there are tons of other people who find your idea just as hilarious as you do!
