KFC has long been on the cutting edge of “out there” marketing activations, and its Memorial Day weekend strategy is no different from its policy of being very, very different. Enter the KFC Colonel floatie.
“In our marketing programs, we like to find places for KFC to show up in unexpected ways, whether that’s through the use of technology, pop culture moments or unique products and experiences,” said Andrea Zahumensky, KFC’s US chief marketing officer, to AListDaily.
The poultry-based restaurant is hosting a giveaway in which a few hundred fans can win a larger-than-life inflatable reclining Colonel Sanders for their pool, pond, lake or any other body of water they wish to plop a debonair Southern gentleman into.
“The best things in life are free. Like air, which you can use to fill this Colonel Sanders Floatie, which could also be yours for free,” the sweepstakes entry form reads. “Unless we run out. In which case, please accept our free apology.”
The KFC Colonel floatie exists to promote the company’s summer theme of “extra crispy,” paired with the launch of the Extra Crispy chicken sandwich last month.
“We saw that the over-the-top pool float trend was taking over social media and thought it would fit perfectly,” said Zahumensky in a statement. “Summer is about making fun memories, and what better way to do that than drifting on the water in the arms of the one and only Colonel Sanders?”
The activation focuses heavily on generating organic social reach, as the floaties will not be sold outside of the giveaway, keeping the product scarce and coming out ahead of a rising trend.
“Our goal was to provide something fun and relatable that’s authentic to our brand,” Zahumensky said. “We want our customers to build an affinity and connection for KFC that they share with friends and family.”
To help social spread, KFC is also partnering with Snapchat to release an augmented reality World Lens featuring their “Extra Crispy” Colonel, and will release a second batch of KFC Colonel floaties for lucky Lens users.
The floatie was originally featured in a TV spot introducing KFC’s Extra Crispy Colonel, “famously tanned actor” George Hamilton.
