Kentucky Fried Chicken (KFC) Corporation KFC’s Pride 360 Theme Song Contest
Background The launch of KFC’s Pride 360 theme song contest during Black Music Month invited aspiring artists and musicians to join the competition and submit their best music for a potential new theme song. The winning artist creatively incorporating the key words of individual, family, community, heritage and KFC into the song received a recording opportunity worth $5,000 and an appearance on BET’s “Rap City.”
Objective
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For KFC to become one of the first Quick Service Restaurants (QSRs) to celebrate Black Music Month, and to create and own a promotional event that will resonate with the African American customer
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Raise awareness among African American consumers about KFC’s Pride 360 theme song contest
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Motivate African American customers and musicians to submit entries to win contest
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Raise awareness about KFC’s Pride 360 program in an effort to demonstrate KFC’s value and commitment to the African American community
Target Audience
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African American men and women
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Ages 18-34
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Aspiring, performing artists and musicians (urban/rap artists)
Strategy
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Create online and print media buzz around the Pride 360 theme song contest and KFC promotional events to raise awareness about the competition
Tactics
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Develop a target list of print, online and radio outlets and pitch a press release to those outlets to secure coverage
Implementation
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Developed press release announcing contest
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Posted bulletins on MySpace
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Developed agreement with community newspaper to run announcement six consecutive weeks
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Developed post-event press release announcing winner
Results
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Generated 13,806,641 impressions against the African American consumer market that included 20 print, 23 online and 69 radio placements including announcements on MySpace
