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
In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.
Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.
Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.
The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...
Sergiu Alexei
The top 6 content challenges facing B2B firms
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation
Check out tiny twig for comfy and soft organic baby clothes.
Morgan mendoza
Binge and The Iconic launch Inactivewear clothing line
NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...
talalyousaf
NetSuite to acquire Bronto's digital marketing platform for US$200m
Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training
Infosectrain01
3 ways Booking.com is improving its B2B marketing game