Jan. 4, 2013
Just in time for the NFL playoffs — and Super Bowl — KFC has registered a trademark to be "The Official Sponsor of Couchgating" and has launched its new Gameday Bucket. The campaign is aimed directly at the 50 million-plus fans who watch games from home rather than in person.
The brand's Gameday Bucket includes eight pieces of chicken, eight Hot Wings and 10 Original Recipe Bites. It is available for a limited time for $19.99 plus tax.
Fans also have the option to enjoy the Gameday Box, which includes one piece of chicken, a choice of three Hot Wings or six Original Recipe Bites, one individual side and a medium drink for $4.99 plus tax.
According to KFC, "couchgating" requires a "comfy sofa, a group of friends, and most importantly, the right game-day food."
"When having people over to watch the big game, we know that people only get one shot at impressing their friends and family," said Jason Marker, chief marketing officer for KFC U.S. "That's why KFC is coming to the rescue with the Gameday Bucket. It's food worthy of the game."
According to ThePostGame.com, more than 50 million consumers watch football games at home instead of at a stadium. As part of the campaign, KFC will coach fans on "how to become the ultimate couchgaters" through a dedicated section on its Facebook page and through a partnership with ThePostGame.com, the official digital magazine for Yahoo! Sports.
Consumers are encouraged to participate in the campaign via KFC's social media channels using the hashtag #couchgating. The best tweets or Facebook posts will be featured in the "Excellence in Couchgating" section. KFC will award "couchgating" gear such as t-shirts, foam fingers and KFC gift checks weekly, and two winners will win the ultimate makeover, including a couch and loveseat, HDTV, recliner, tables, mini-fridge, KFC Gameday Buckets and more.
KFC kicked off the campaign with surprise deliveries to students at three universities. By responding to unbranded, classified ads, a student at Xavier University and a student at Indiana University each received a new couch and KFC Chicken Checks. In addition, in answer to a response to the ad from a member of the Delta Tau Delta Fraternity at the University of Kentucky, KFC rewarded the house with a complete overhaul of their TV room.
KFC's partnership with ThePostGame.com includes a "Masters of Couchgating" video and editorial program. The custom content, which will launch on Jan. 7, will provide a first look at some of the best tips for pulling off the perfect "couchgate."
"ThePostGame has established itself as the industry experts on the intersection of sports and lifestyle for fans of all ages and appetites," said Eric Herd, vice president of Sales & Business Development of ThePostGame.com. "It was only natural that we team up with KFC to school people on the finer points of 'couchgating.'"
Produced by ThePostGame Productions in association with Executive Producer Alicia Zubikowski, the "Masters of Couchgating" video series features one-on-one interviews with athletes and celebrities about their "couchgating" experiences. Editorial will also feature themed articles such as "The Dos and Don'ts of Couchgating" and "The Ultimate Celebrity Mancaves."
Read more about marketing, branding and promotions.