KFC has partnered with TikTok to recreate the iconic KFC bucket as a 3D branded effect.
The campaign, developed by Ogilvy, opr Agency and Mediacom, will give cricket fans across the country the opportunity to wear a KFC Buckethead from home, something that has become a tradition for all Big Bash League (BBL) fans.
"2020 wasn't exactly the year we hoped for, but at least we can end it on a high with an Aussie summer of cricket," KFC Australia marketing director Sally Spriggs says.
"While the cricket season may look a little different this year, we're excited to partner with TikTok to give fans a chance to don a Buckethead, even if they can't get to a game. This campaign will add to the fun and excitement that comes with the game and we're looking forward to seeing fans cut some shapes!"
KFC has engaged a number of creators including Benny Turland, Mansour Girls and Nat Alise to don their virtual Bucketheads and participate in the #Buckethead hashtag challenge, encouraging the platform's user community to create a unique dance based on popular umpire calls.
The summer campaign aims to recreate the on-ground excitement at home, by keeping the KFC Bucketheads alive this cricket season.
No matter what team fans are barracking for, or where they are watching, they can get involved via the TikTok 3D branded effect experience.
“Our partnership with TikTok is an opportunity for KFC to bring Bucketheads to fans in a scalable way and help unify the cricket community across the country," Mediacom Creative Systems content and partnerships director Maddy Cunich says.
"It’s great to continue to work with our clients at KFC who are open to exploring new platforms and product innovations to help drive cultural relevance for their brand.”
opr Agency head of social John Harding-Easson says partnering with a mix of TikTok creators allowed KFC to tap into different communities that relevant to the brand.
"From dancers who could inspire people to do the challenge, to vlog creators who could inject humour into the campaign, to cricket fans who could reach a core sport audience," Harding-Easson says.
"Collaborating and bringing creators like Benny Turland early into our planning was critical to getting the choreography and challenge right."
“KFC brings the party to cricket so we’re mashing up bucketheads and umpire’s signals to create our own TikTok umpire dance," Ogilvy group creative director Shaun Branagan says.
The campaign will also roll-out across the platform via TikTok’s top view and in-feed ads to drive further awareness during the Cricket this summer.
“TikTok has always been about bringing people together to inspire each other and celebrate moments of joy," says Brett Armstrong, general manager of TikTok Global Business Solutions, Australia and New Zealand.
"We're thrilled to be working with KFC to launch this innovative campaign as we to continue to collaborate with partners to engage with new audiences in creative and fun ways and bring our deep understanding of local traditions to life."
TikTok for Business launched in Australia earlier this year and the platform has partnered with brands including Afterpay, Optus, Menulog, Milo and MINI.
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