Challenge

With 4 weeks to go until the big NFL event, achieve notable outreach on social media about the transformation of  6 KFC branches into true sanctuaries for fans of three of the most popular teams in Mexico: Chiefs, 49ers, and Steelers. This project covered four key cities in the country (CDMX, GDL, MTY, and PUE), highlighting KFC's unique offering in a context where many brands join the Super Bowl fervor.

Strategy

During the simultaneous opening of each branch, we established a paid partnership with 8 influencers. The goal was for them to share through stories on their Instagram profiles the immersive experience they had in the restaurants, inviting their followers to visit, enjoy the authentic KFC dishes, and collect official NFL helmets. The influencers in GDL, MTY, and PUE (2 per city) had local reach, while those from CDMX had national coverage, all selected based on their affinity for the NFL, sports, or their interest in promoting family-friendly places to visit.

Results

A total of 27 stories were initially published by the paid influencers, but the very positive experience they had led some to also post 3 reels on their feeds. Additionally, other influencers showed organic interest in visiting the branches, and the impact was such that it reached Darren Perry, former Coach of the Steelers and winner of Super Bowl XL, who visited one of our branches, attracting a full house. This set of actions managed to reach over 350,000 people.