Introducing Gaming Commerce, transforming players into consumers.
Today, arcades in China are a thing of the past. But mobile games are huge with 3 out of 4 young people playing every day. Our insight was that when gamers play, they don’t go out, they stay in and order food delivery. So, how could KFC capitalize on this large food delivery market?
KFC connected three classic arcade games Pacman, Galaga, and Battle City with their delivery menu on WeChat, China’s largest mobile social platform.
The brand introduced “Gaming Commerce”, where the higher your game scores, the more KFC discounts and coupons you receive and the more hidden levels you unlock. But no matter the score, gamers could order KFC delivery in the game itself. To secure more rewards, players could invite WeChat friends to score points and get more lives, and even ordering a KFC Gaming Bucket could earn more lives.
KFC created an immersive gaming experience for players, with the integration of images of the three games into the bucket design, themed pocket stores, offline stores, and limited edition magnets and T-shirts.
Peak Daily Active Players
Buckets Sold in One Month
Increase in Total Sales
Top 10 Games on WeChat