MRM Romania launched the mobile app “Bite to Win”, the 1st serious digital campaign the agency makes for KFC Romania and the 1st mobile presence for the company in Romania. The campaign was implemented on both Android and iOS platforms.
KFC’s “Bite to Win’ app has as a starting point the most important quality of the new KFC product, – Fillet Bites, namely the fact that they are hand cut and are 100% chicken meat. This way, all the chicken meat pieces look different and each consumer can discover various forms in Fillet Bites pieces. With help of this app, we identified a way to actively involve consumers in a funny way, focusing on the qualities of the new KFC product
GM MRM Romania.
The app includes 30 Fillet Bites pre-determined shapes such as a heart, an elephant, Elvis, Darth Vader and uses a shape recognition technology to identify the form each piece of Fillet Bite has. Starting May 28th, the app was implemented on in-store materials in KFC restaurants; it will be active until June 2013.
Once downloaded and installed in the mobile phone, the app scans the product placed on a special place created on KFC tray and informs the user if the product looks alike with any of the 30 pre-determined shapes. Once one finds 10 shapes, he receives an instant prize. For 20 shapes identified, the value of the prize increases and, if one finds all 30 shapes, he enters a draw for an iPad4
McCann Worlwide Romania won KFC Romania client last year and the app “Bite to Win’ is part of KFC’s Fillet Bites 360 degrees campaign, developed together with McCann Bucharest.
Teams working on the campaign included:
- KFC Romania: Monica Eftimie – Chief Marketing Officer, Cristina Porumbel –Brand Manager and Gabriel Nenciu–Brand Manager.
- MRM Romania & McCann Bucharest: Nir Refuah – GM MRM Romania, Adrian Botan – Creative Partner McCann Bucharest, Alexandru Dumitrescu – Executive Creative Director, Ionela Buta – Client Service Director MRM Romania, Laurentiu Stere – Art Director MRM Romania, Maria Nazdravan – Copywriter MRM Romania, Gina Zgubea – Senior Account Manager MRM Romania, Iulia Popescu – Account Manager MRM Romania, Ioana Zamfir – Copywriter McCann Bucharest, Alin Sirbu – Art Director McCann, Gabriela Alexandrescu – Group Account Manager, Simona Geaca – Account Manager