1. Brandon Jessica Sean

2. •KFC Foundation College Scholarship
•$20,000 Scholarship Based On Twitter Message
•November 16 – November 26, 2010

3. •High School Seniors
•Send A Single Tweet (140
Characters or Less)
“Why They Exemplify Colonel Sanders Commitment to
Education and Enriching Their Communities”
Keep It Short and Tweet….

4. Purpose:
• “This year, through one of the hottest
emerging forms of media, we want to offer
students a creative way to realize their
dreams of obtaining a college education.”
John Cywinski, Chief Marketing and Food Innovation Officer

5. Objectives:
• Appeal to High School/College Age Kids
– Big Social Media Users
– High Disposable Incomes
– Large Segment of Fast Food Consumers
• Drive Traffic To KFC Twitter Account
• Free Mentions In Media
– Mainstream, Blogs, Social Media

6. • CHAIN MONSTER
• ABC NEWS
• CNN

7. News Coverage:
• Fox 11 News

9. Campaign Evaluation:
Weber-Shandwick Claims
• Generated More Than 1,000 Media Placements
– 60 Million Media Impressions
– 2 AP Wire Stories, Every Major TV Network, Cable
Networks, Newspapers, Internet Sites, Blogs
• 9 Million Social Media Impressions

10. @kfc_colonel
• The KFC Twitter Handle Saw a 20% Jump in
Followers in Just 2 Weeks

11. But, Was It Really Successful…?
•Just 2,800 Total Tweet Entries
•Numerous Tweeters Violated Rules
•Less Than 1 Person Per County (0.89)
• Campaign Recap

12. Winning Tweet:
"Hey Colonel! Your scholarship's the
secret ingredient missing from my
recipe for success! Got the grades,
drive, just need cash!"
• 17-year-old Amanda Russell
– Scholarship Winner