KFC taps X Games gold medalist for new marketing spot

Jan. 20, 2014

As part of its new #HowDoYouKFC marketing campaign, KFC has launched a new TV ad featuring X Games Moto gold medalist Bryce Hudson. The spot features Hudson "doing the world's first back flip while eating chicken — a KFC Go Cup of extra crispy tenders," according to a news release.

The video — originally intended solely for online placement — has generated more than a half-million views within its first two weeks online, and reached No. 6 on Unruly Media's Viral Video Chart. KFC has since transformed the piece into a full primetime television spot.

"So much of the #HowDoYouKFC movement centers around our fans," said Jason Marker, general manager for KFC U.S. "We want to stay nimble, listen to our fans, and give them what they want. When we saw that the Bryce Hudson video was quickly emerging as a fan favorite, we wanted to make it even bigger — and put it on TV."

KFC began airing the video during primetime TV last week. The spot will continue to air on FOX up through the Super Bowl, Feb. 2.

Draftfcb Chicago created the video after consulting with a Hollywood stuntman to determine the most extreme situation for the KFC Go Cup, the release said. The team wasn't sure how far they could stretch the stunts until they contacted professional FMX rider, X Games gold medalist and Southern California-based stunt man Hudson.

"I knew the backflip would be possible right off the bat," he said. "I was so excited to join the #HowDoYouKFC movement with the world's first chicken-eating back flip because I could enjoy two of my favorite things at the same time. It doesn't get much better than that."

Check out the spot featuring Hudson:

Based on the initial success of this video and others like it — including a #HowDoYouKFC streetball film titled "The Professor," also featuring the KFC Go Cup — the brand will continue to evaluate options for fan-driven videos throughout the campaign.

KFC launched its integrated #HowDoYouKFC campaign at the beginning of January. It includes revamps for point-of-purchase displays, uniforms, packaging, in-store greetings, digital and social assets and all other consumer touchpoints to include #HowDoYouKFC messaging.

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Topics: Marketing / Branding / Promotion , Online / Mobile / Social

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