Improving Brand Sentiment By Entertainment Trend

, Shanghai, Shenzhen, Harbin, Dalian...

More and more cities are full of youthful vigor.

Become the beautiful scenery of every city.

And the discovery of street in Beijing, which is popular among young people, has become the most popular way to display, record and read fashion.

Based on this, KFC and the one zero zero cooperation launched the "KFC Chaoshan Street filming general mobilization" - a young people's participation in the fashion street shooting event.

The activity takes the street shooting event with a very fashionable sense and trend as the breakthrough point, effectively integrating online and offline interactive platforms, attracting a large number of target customers' attention and participation, and successfully narrowing the distance from the target consumers and increasing the brand intimacy.

KFC's target customers are young people, while young people's sensitivity to fashion and fashion is quite high. The fashion charm and clothing culture of every city are deeply rooted in the hearts of the people. How to combine these three aspects organically and use one kind of activities to discover the charm of the city and attract the participation of the target customers has become the breakthrough point of this activity.

What can be combined with fashion and fashion?

One hundred eight think of the fashion activity that has been popular in China - Street pat.

Nowadays street shooting activities are often spontaneous behaviors of young people. They are independent in personality, like chasing fashion trends, being brave in trying new things, and being vulnerable to fashion trends and advertisements, thus affecting their brand choices and preferences.

It is based on this insight that KFC launched the "Chao Ren Street filming general mobilization" campaign to build up its own platform for young people. It also tried to interact with young people through activities and make KFC a gathering place for fashion and fashion.

"Chaozhou Street filming general mobilization" has established a series of interactive activities supplemented by online interactive platform and offline restaurant interaction area to attract consumers' continuous attention and participation.

First of all, we launched a special theme page with the new youth network to integrate six parts of interactive mode to create an interactive and interactive "Kentucky Street crowd" interactive area.

The theme page is composed of six parts: the Chaozhou street show, the Chaozhou people's list TOP10, the trend language, the activity post bar, the fashion judge and the video area.

The activity area links to the interactive zone of "Kentucky Chaoshan Street filming general mobilization". It regularly releases interactive and award winning participation topics for netizens to post, exchange fashionable views and display personal charisma.

Secondly, we should use the highlights of the activity to publish interesting interactive posts regularly in the network interactive area to promote the participation of netizens.

Moreover, the dynamic Banner is placed in the best location of the new youth home page. Dynamic Banner reflects the fashion and movement of the activity through the Logo camera cartoon image of the activity, attracting many young people's attention.

At the same time, we will work with local traditional media to gradually expand activities to publicize more consumers through regular information detonation.

In order to enhance the participation of consumers and enhance the interest and interaction of activities, the "fun photo area" has been opened in the KFC restaurant, providing unique profile for tourists to take photos, so that participants can be seen in Paris street and downtown Tokyo.

Such links also provide consumers with the opportunity of interesting interactive experience, further narrowing the distance from consumers, and rapidly enhancing brand friendliness.

Shita Keinori: bring the online fashion to the line.

After nearly a month's online solicitation, TOP3, a netizen ticket winner, was finally released, and related participation was also invited to participate in the "grand ceremony of Kentucky tide" grand ceremony.

In order to embody the culture of rhythm, the celebration site chose the most popular shopping malls in all parts of the country. At the same time, in order to increase the interaction between the shops and consumers, an interactive zone was added in the event area to provide visitors with a beat to attract tourists.