KFC campaign transforms fake ads into real, playable mobile games
The KFC campaign, brought to life by TBWA\Raad, Hearts & Science, and PLG (Power League Gaming), used a multi-platform approach for maximum reach, leveraging social media, digital ads, posters, and in-app promotions to engage players across various touchpoints.
In a statement to Campaign Middle East, the brand revealed that Gen Z often associated KFC with a restaurant that was more for their parents than for them – and in a region where Gen Z make up a significant chunk of the population, up to 22 per cent of the population in Saudi Arabia for instance, the brand decided to change that.
KFC addressed the frustration faced by Gen Z in a space where they spend a majority of their time – gaming. The brand decided to take on 'fake game advertisements' – over-hyped ads that oversold games, which didn't live up to the billing.
By recreating the rolling-barrels saga, the giant-pin challenges, and the 'trapped king' scenario, Original Fake Games aims to deliver the fun and unpredictability that those clickbait ads always promised, but never delivered.
The campaign even took the influencer marketing route, collaborating with @meshaelm on TikTok. The campaign also goes beyond mere downloads; KFC is enlisting gaming influencers to test and review Original Fake Games, ensuring authenticity, driving word-of-mouth, and sparking conversation across social media. Clever digital placements also target audiences where fake game ads typically appear, with KFC's real ads leading directly to actual playable content.
'Gamers know best what they want — so KFC is stepping into their world by turning those 'fake' ads into the real games they've always been curious about,' said Ahmed Arafa, Chief Marketing Officer at Yum. 'We're not just sponsoring or advertising; we're offering something genuinely fun and unexpected that naturally fits into the gaming experience.'
'Part of our strategy is to find unique and disruptive gaming ideas that will allow us to not only win but dominate in the gaming space. Both KFC's Fake Games and Bribe Bucket offer much more than a fun gaming experience, but also disruption into the way brands look at gaming in the region,' Arafa added.
KFC intended its approach to gaming to be genuine and answer a need/problem, similar to how it previously did with Shift+K+F+C. Through its research into the problems gamers face, KFC found an opportunity with mobile games.
Joe Lahham, Managing Director at TBWA\RAAD, said, 'This campaign flips a frustrating consumer experience on its head. We've taken the disappointment of fake ads and turned it into a moment of delight, proving once again that pushing creative boundaries leads to memorable brand experiences.'
Original Fake Games are now available for free download on the Apple App Store and Google Play Store. The campaign started in mid-January 2025 and will run until March 2025. The initiative and games are running for the long-term.
Success of the campaign will be assessed based on brand metrics: awareness, consideration and relevance; app downloads and in-app engagement; and the performance of in-app promotions and rewards.
CREDITS:
Client: KFC / Yum
Creative agency: TBWA\RAAD
Joe Lahham (Managing Director).
Frederico Roberto (Executive Creative Director)
Cathrine Bannister (Chief Strategy Officer)
Ramez Rahal (Strategist)
Rodrigo Scapolan (Creative Director)
Farida Abdelaal (Arabic Copywriter)
Diogo Seibert (Senior Art Director)
Sanele Ngubane (Senior English Copywriter)
Leandro Werneck (Senior Art Director)
Omar Ibrahim (Art Director)
Romy Abdelnour (Head of Communications)
Tony Kayouka (Head of Social and Content)
Hamza Khan (Senior Social Media Manager)
Rand Hilal (Senior Social Media Executive)
Ahmed Hamza (Senior Account Director)
Richard Rao (Account Director)
George Oghgassian (Senior Account Executive)
Layla Adib (Account Executive)
Rony Skaf (Executive Digital Director)
Rabih Chehayeb (Senior Digital Manager)
Karim El Khoury (Digital Account Executive)
Diala Toska (Digital Account Executive)
Smithesh Krishnan (Senior Designer)
Seif Rashwan (Art Director)
Christin Jacob (Motion Designer)
Sugan Jeevarathinam (Finalizer)
Kalaiselvan Mariyappna (Finalizer)
Ezzat Habra (Creative Services Director)
Media agency: Hearts & Science Media
Rawan Hilal (Business Unit Director)
Vinay Gangwani (Growth Lead)
Reem Usama (Planning Manager)
Kamal Al Jabi (Senior Planner)
Mohamad Majed (Head of Investments)
Ali Jammal (Associate Director of Investments)
Alaa Ibrahim (Planning Executive)
Gaming agency: Power League Gaming (PLG)
Dennis Slade (Account Director)
Mustafa Kannas (Communications Manager)
Pedro Murta (Account manager)
Abdul Rahman Hazem (Social media and influencer management executive)
Eterna (Games Development)
Denis Chernitsyn (CTO, Project lead)
Anton Anischenko (Project Manager)
Sergey Kurzov (Game Designer)
Andrei Snigur, Dmitry Grodo, Dmitry Bychkov (Unity Developers)
Victoria Boris (QA)
Kristina Chernyavskaya, Lena Mykoliuk, Ivan Sobodysh (2D/3D Art
Anastasia Savitskaya (UI/UX)
Vadim Shamma (Sound Designer)
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