KFC harnesses Facebook to launch new Cayan Grill range
- Over 17,500 Facebook fans in 48 hours, over 50,000 fans in a week -
17th June, 2009
KFC has implemented a strategic social media campaign to launch its new Cayan Grill range – the biggest change to its menu in over a decade.
In 48 hours KFC enlisted more than 17,500 fans to its Facebook page, which launched on the evening of Sunday 13th June with the news of three Cayan O’Clock consumer events in Sydney, Melbourne and Brisbane being held the following Tuesday 16th June.
To drive participation in the Cayan O’Clock events KFC placed advertisements specifically targeting 18 – 24 year old Facebook users who live in Sydney, Melbourne and Brisbane, pointing them to its fan page. A community of KFC fans quickly grew with fans participating in engaging comment with each other about the events and the new Cayan Grill range.
As a result of the connections made on the Facebook page, thousands of Australians lined outside KFC’s participating stores to try the new Cayan Grill Burger on Tuesday. Thousands of free Cayan Grill Burgers were distributed between 12pm and 3pm to chicken aficionados who wanted to be the first in Australia to taste-test the delicious new range.
Fan numbers continue to grow and KFC has a current fan base of more than 53,000. Delivering more content after the Cayan O’Clock events, KFC posted links to a special Cayan Grill meal discount offer linked back to on KFC website. The offer entitles fans up to $2.50 off a Cayan Grill Combo when they download a coupon.
Jason Marker, Chief Marketing Officer of Yum! Australia (KFC’s parent company) said, “2009 is a big year for KFC and the launch of Cayan Grill signified the beginning of a new era. Given we are contemporising our menu options, we knew leveraging social media would be an ideal compliment to this evolution.
Our core target audience of 18-24 year olds are avid social media users so we had to engage them in a way that would ensure cut-through. We’re thrilled to have such a substantial online community of KFC fans and we plan to keep communicating with them and delivering more great experiences.”
The Cayan Grill Fillet Burger starts from $4.95 in NSW and VIC and $5.20 in QLD.
Join the KFC Australia Facebook group http://facebook.com/KFCAustralia