Over the last decade, eSports has become China’s hottest pastime.
As a pioneer in China’s eSports world, KFC needed to transform itself from a sponsor into an organic stakeholder in this world, driving business via the creation of life-time value consumers during League of Legend’s 2020 Season 10 championship. But it knew it faced one key challenge. Gamers don’t just accept anyone. They want real value in order to engage. So, KFC sought to do this by upgrading the wildly popular Colonel KI into its official KOL spokesperson of the eSports world, creating the ultimate social schedule, as well as a host of deals to entice gamers and demonstrate value and win over China’s community of over 400M gamers.