Social Rocket
KFC is expanding "Believe in Chicken" with a 30-minute entertainment format on YouTube. The project relies on real fans who were recruited through an earlier campaign activation.
From social reach to participation
The campaign ran across TV, online video, out-of-home and social. A QR mechanism led interested people into an application process; participants for the new format were then selected from the campaign community.
For marketers, the funnel is the key point: reach is not only converted into views, but into active participation and then back into content.
Longform instead of just short clips
KFC is deliberately using YouTube for a longer format. This fits brands that increasingly see social as a starting point for their own entertainment formats. Bonobos, for example, is relying on an episodic social series with Jack Quaid, while CAKES is building its own entertainment business with Cakes Media.
Community becomes part of the brand world
Fans are not just an audience. They become participants themselves and therefore part of the campaign. It is precisely this connection of community, content and distribution that makes the format interesting for social teams.
YouTube combines longform, Shorts and creator distribution on the same platform. How public views are counted there today is explained in our overview of YouTube Views and Engaged Views.