KFC is running an Instagram-based game to coincide with the NFL playoffs, dubbed the “Kentucky Fried Football Challenge”.
The ‘choose your own adventure’-style game, created in partnership with agency Wieden + Kennedy, features 31 animations, and required 35 Instagram accounts to complete.
The game starts on KFC’s Instagram page, where thumbnails create an image of a football field. A “Start Here” tab will guide players. Users select the play they want to run from the caption area of the page.
They are then directed to a football field with a marker showing how far the ball progressed down the field. Users then watch a replay of the gain (or loss) before choosing their next move.
They repeat the process, running new plays and advancing toward a touchdown.
George Felix, director of advertising for KFC US, said his company “wanted to create a unique gaming experience that combines everyone’s love of football, fried chicken and social media. The Kentucky Fried Football Frenzy uses Instagram’s native features in a creative and hilarious way that hopefully entertains fans for hours on end.”
The stunt follows on from KFC’s earlier marketing around video games which saw the brand set out to bring back the nostalgic social aspect of gaming with the help of gaming stars, grime legends and a uniquely designed couch complete with bucket holders and refillable drinks.