You have to give credit to KFC for some terrific Guerrilla Marketing. I realize that GM is all about ‘substituting brains for money’ in the marketing wars but KFC used brains AND money in this.
To tackle households that are zapping their ads using TiVO or their DVRs, KFC ran an ad with a hidden message that could only be deciphered if you play it back in slow mo. If you could figure it out, you could then go to KFC’s website and get a coupon for a free sandwich. The traffic on their site went up by 40%. (BusinessWeek, April 17, 2006).
So they got people to watch their commercial (over and over again), boosted traffic on their website AND in their stores. I still think this example meets the test of what is (and is not) GM since you could look at it this way: How much money would they have had to spend in conventional marketing to get this kind of boost in terms of CPM (thousand pairs of eyeballs on their marketing message) and customers in their stores?
April 18, 2006