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KFC
KFC Rockstars
Event
Mexico
November 2020
Experiential, PR
Context
Rock from the heights
Throughout the pandemic lockdown, content streams and virtual concerts had been a constant presence and experienced a boom during the first few months, but over time, interest began to wane. The experience was practically the same every time, which wore down an audience that was becoming increasingly smaller.
Previously, product launches were typically held as massive events ending with a concert and a large party; unfortunately, it was not yet possible to return to that format, and KFC had planned the 2020 launch of a new product: the Star Bucket, under the #YouMakeUsRockstars campaign.
Objective
The objective was to hold a launch event for the KFC Star Bucket product, featuring a musical experience centered around the #YouMakeUsRockstars campaign to generate significant impact, increase reach, and drive product sales across various channels nationwide. Thus, we created KFC Rockstars. A digital experience never seen before: a streaming concert from a helipad in Mexico City featuring Mexico's most rockstar band: Moderatto.
Challenge
How do you create a musical experience for a campaign based on the "rockstar" concept without being able to hold massive concerts? We definitely had to take it to the next level and do something spectacular.
The Idea
Ultimately, we had to do something surprising, something never before seen in Mexico City, something that fully reflected the “rockstar” concept. So, we decided to host the first streaming concert from the heights, using a helipad in the heart of Mexico City. And who better than the band that breathes, lives, and best understands the “rockstar” concept in Mexico: Moderatto.
We brought together the perfect recipe and employed a vast amount of technical production resources, including cameras and pyrotechnics, to achieve a great night of rock and music from the heights.
How did we achieve it?
First, we chose a helipad with an incredible skyline over Paseo de la Reforma, contacted Mexico’s most rockstar band, Moderatto, and set up a circular platform stage with lights and pyrotechnics. Everything was ready. Only the most important element was missing: the audience.
The most “rocker” photos were voted on through KFC’s social media networks. The lucky winners would experience a day full of rock, featuring karaoke, a Star Bucket, and to close the day, a concert from the heights following the strictest health and safety standards.
To achieve the greatest possible impact, we deployed a production team never before used for a stream in Mexico: more than 5 cameras—and a helicopter—for shots from the heights. The broadcast was carried out through a landing page, as well as through various KFC channels (with prior registration): Facebook, Twitch, and YouTube.
A strong preliminary digital ad campaign was implemented with teasers on YouTube and Facebook, a trending topic on Twitter on the day of the event, and a PR plan for distribution in major national and music-specialized media. Everything was ready to rock from the heights.
Concept
The purpose of the streaming was to introduce the Star Bucket under the #YouMakeUsRockstars campaign. The “rockstar” concept made us think that it had to be something out of the ordinary, so we sought out Moderatto, Mexico’s most rockstar band. But to stay in tune, the location also had to be impressive. That is why we decided to hold it in the heights, on a helipad in the heart of Mexico City, and broadcast it live to the entire country.
A concert that set Mexico City ablaze from the heights.
