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KFC Will Bring Gaming to Instagram With the 'Kentucky Fried Football Challenge'

Branded play timed for postseason action

The chicken dinner marketer has invested in pigskin all season. KFC

Remember the old Mattel hand-held football video games? A modern-day version of the game is about to enter the social-media realm.

On Jan. 4, KFC will debut a football video game on Instagram called the Kentucky Fried Football Challenge. With the college championship game on Jan. 11 and the NFL kicking off its playoffs soon, the brand wants to catch consumers at their peak interest in the sport. 

The branded game—which agency Wieden + Kennedy helped create—will feature 31 animations, and it required 35 Instagram accounts to complete. Here is an outline that details more about how the game is played:

  • The game starts on KFC's Instagram page, where thumbnails create an image of a football field. A "Start Here" tab will guide players.
  • Users select the play they want to run from the caption area of the page.
  • Then, they are directed to a football field with a marker showing how far the ball progressed down the field. Users then watch a replay of the gain (or loss) before choosing their next move.
  • They repeat the process, running new plays and advancing toward a touchdown.

George Felix, director of advertising for KFC U.S., said his company "wanted to create a unique gaming experience that combines everyone's love of football, fried chicken and social media. The Kentucky Fried Football Frenzy uses Instagram's native features in a creative and hilarious way that hopefully entertains fans for hours on end."

It's not clear whether another brand has tried such a game on Instagram, but it could be a first in at least the restaurant category. Look for more marketers to integrate interactive features with their Instagram game plans in 2017. 

KFC has been a consistent TV advertiser throughout the football season for national and regional telecasts. Check out one of its spots from September: 

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