Speaking in advance of the news, the voice from the Internet
KFC Valentine’s Day Advertisement
KFC planned a series of advertising activities on Reddit just before Valentine’s Day, including drawing, writing and photo editing competitions. KFC posted three threads on Reddit, collecting about 900 comments and dozens of opinions.
The winner of each thread will win KFC’s ultimate date night package, which includes a limited edition white bear-skin carpet shaped like Colonel Harland Sanders, the founder of KFC’s famous fried chicken, as well as fried chicken pajamas, KFC gift annual cards and other prizes. This advertising strategy can be said to be very strange, but KFC’s target audience is very accurate, and the thread posts are all posted in creative communities.
Most importantly, KFC expected that some people would provoke under the post. The marketing team would joke with Redditors, even if they had to make fun of themselves throughout the process, but in the end the community generated a lot of original content around the KFC brand.
They spend time replying to comments, trying to integrate into the community in order to better communicate with Redditors. By providing rewards that users will like. If a big brand like KFC replies to someone in a post, Redditors will feel very down-to-earth, and then the post will be “announced to the world”, and the reply is usually with a lot of emoticons.
In this way, KFC jumps directly to the front page with this advertising post to gain exposure. But at the same time, it also contributes to the Reddit community. KFC’s sister brand TacoBell has its own board, which is full of high-quality content.
In 2005, Condé Nast Digital (a subsidiary of Advance Magazine Publishers Inc) established Reddit (also known as “Red Di Network”) in the United States. Reddit is called the “front page of the Internet”. Reddit is a “non-mainstream” and comprehensive social news forum website. Reddit is one of the most active online communities in the United States. It is a source of information for fresh and hot times. Users (redditors) can browse and submit links to content in the online community or post their own original or comment on user-submitted text posts. Other users can vote on the posted links by liking or disliking them, and the links with outstanding scores will be placed on the homepage. In addition, users can comment on the posted links and reply to other commentators, thus forming an online community.