KFC uses new Snapchat presence for product launch

Australian fast food outlet extends "KFC moments" approach to Snapchat as part of growing social and digital engagement efforts

KFC Australia claims it is one of the first large Australian retail brands to join Snapchat and has used the social media platform to launch its latest taco product.

The company launched its Snapchat presence to coincide with the release of the new double soft shell zinger taco, which was announced for the first time to fans using the social platform. The brand said snaps were viewed almost 3000 times within the first three hours of being active on the app.

KFC Australia chief marketing and development officer, Nikki Lawson, said the fast food brand was looking to be “on the pulse” digitally and engage with target markets in an environment where they’re actively interacting with each other.

KFC launched on Twitter in February and also has a presence on Facebook and Instagram. Lawson said was Snapchat a natural extension to share “KFC moments”.

“KFC Australia has a really engaged fan base,” she said.

“We are always looking for new ways to create a dialogue with our fans and always endeavour to be on the front foot in terms of digital media. We want to be where the fans are – and right now they’re holding their thumb down on Snapchat stories from their friends, family and brands they love.

“We are excited about the growth of Snapchat since our launch this week, we were able to use the channel to announce an exciting new product and our consumers really responded to the approach.”

To date, KFC Australia has attracted 750,000 Facebook fans, 8500 Instagram followers and 5570 Twitter followers.

Other brands globally are using Snapchat to both raise awareness and as part of multi-channel activities. The US National Basketball Association, for example, leveraged the Snapchat stories feature to encourage fans to tune into a real-time TV webcast as player, Kevin Durant, was awarded Most Valuable Player.

Read more: How to engage in influencer marketing: The controversy and the opportunity

Mountain Dew, meanwhile, used some of Snapchat’s social influencers during the Super Bowl to promote the launch of new flavours of its Kickstart Morning Drink using real-time, fan-driven stories featuring Web celebrities, Jerry Purpdrank and D-Trix.

Closer to home, a number of Australian media brands partnered with Snapchat for the launch of its Discover feature earlier this year to provide content to users. These included News Limited, National Geographic, Fox Sports and Cosmopolitan.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Putting your brand on the Love Index

How much do your customers love your brand, product or service?And more importantly, why?

Bronwyn van der Merwe

Managing director, Accenture Interactive

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in