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KFC, Comedy Central team up for Millennial-based promotion

July 17, 2012

Comedy Central has teamed up with KFC to create an original digital series and contest "Growing Up and Getting Out."

The five episode web series taps into the growing numbers of Millennials (about 25 percent) who are moving back home to live with their parents. The partnership also includes a contest that asks fans each week to share pictures and stories on freerentcontest.com to express the humorous side of living at home with their parents.

At the end of the campaign, which runs through Aug. 20, five winners will receive "rent for the year" in the amount of $12,000 cash. Winners also will receive an additional $500 in cash and $600 in KFC Chicken Checks redeemable for Original Recipe Bites or other KFC products to cater a moving out party.

Winners will be encouraged to give $100 of the Chicken Checks to their parents in celebration of "Growing Up and Getting Out."

The digital original "Growing Up and Getting Out" features a cast from stand-up, improv and sketch comedy. The series revolves around Michael (played by comedian Michael Palascak) and chronicles funny moments as he adjusts to moving back home with his parents (played by comedians Dave Koechner from "The Office," "Anchorman") and Mo Collins (from "MADtv").

Rounding out the cast are Alexis Knapp ("Project X") as Michael's date, Allyn Rachel as his sister, Daveo Mathias as his friend and "The League's" Steve Rannazissi as the series host. Each week, the series will capture the drama, tensions and funny moments between at-home Millennials and their parents: Homecoming (July 17); Dinner (July 23); Chores (July 30); Date (Aug. 6) and Video Games (Aug. 13).

The search for quintessential basement dwellers

In addition to the web series, "Growing Up and Getting Out" features a contest that searches for five members of the "Basement Generation." Hosted on freerentcontest.com through Aug. 20, contestants are asked to submit a story and photo that encapsulate the humorous side of living at home. Fans on the site can give their favorite submissions a "thumbs up" and spread the word via their social networks. A leaderboard will chronicle the best stories and Comedy Central will spotlight the funniest entries.

Five winners will be chosen by a panel of judges based on the following criteria: humor, originality, creativity and fan votes. KFC and Comedy Central will award the five best with one year of free rent (awarded as $12,500 plus $600 in KFC gift checks).

KFC's partnership with Comedy Central and Millennial-based promotion comes on the heels of the chain's Original Recipe Bites launch. Supported by a fully integrated marketing plan, which includes national advertising, public relations and digital/social media, the campaign targets consumers who are "craving bite-sized chicken for their grown-up tastes."

The concept of "bite-sized chicken, all grown up" is captured in the national TV commercial which began airing July 9. The commercial features a man in his late 20s who still lives in his basement and is about to be kicked out by his disgruntled parents who think it is time he grows up and moves out.

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