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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

nice post....https://www.jigno.com/men/t...

Jigno shop

Report: Broader remit sees CMOs struggling to meet expectations

Read more

Whom It May Concern!We pray for God's blessings and happiness in all our lives & business. Welcome To Kenneth Abrighten Financial Hom...

Anita K.Gold

Live webinar from CMO: Creating memorable customer experiences: The who, what and how

Read more

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Latest Podcast

More podcasts

Sign in