Event Marketer Spring 2023 - 27

IDEAS
of 11 herbs and spices. When fans weren't
competing, they were invited to indulge in
samples on select days and snag an Uber
Eats promo code for a future order.
" We're always striving to do things
that are really breakthrough, " says Azim
Akhtar, director-marketing at KFC Canada.
" The goal and the intention behind
this campaign was to help drive consideration
with sports fans, and specifically
with basketball fans, to continue to drive
penetration and build the brand with new
audiences. We thought this was the perfect
opportunity to combine the shared love of
buckets with KFC and with basketball in a
very authentic way. "
To deliver an impactful, buzz-generating
campaign, the fast food giant
relied on several key partnerships to support
its efforts. Pepsi sponsored an on-site
warming center and provided attendees
with refreshments throughout the program,
while Live Nation brought
in dj
talent for evening performances on select
weekends. KFC also enlisted players from
local Toronto team the Scarborough
Shooting Stars to make appearances, as
well as NBA star Gary Trent Jr. of the
Toronto Raptors, affectionately referred to
by fans as a " walking bucket. "
Of course, building an outdoor basketball
court in the midst of a Canadian
winter was no run-of-the-mill project.
The KFCourt was crafted with a special
nonslip fabric and coated with an extra
layer of nonslip paint. Lights and other
fixtures were also custom designed to
withstand the outdoor elements, particularly
wind. And when it came to the
buckets themselves, KFC pulled out all of
the stops to ensure fans felt like they were
playing a typical game of basketball, right
down to the sound of the " swoosh " the net
makes when someone makes a basket.
In addition to the winterized court,
the Buckets Are Life campaign rolled out
across social, TV, OLV, OOH (a giant KFC
bucket came to downtown Toronto) and
via partnerships with sports publication
The Score, " The Raptors Show " on Sportsnet
and content platform BarDown on
TikTok. Plus, through the KFC App and
on KFC.ca, consumers could save $5 when
they spent $25 on game nights.
" Experiential, especially for this campaign
and for us to authentically connect
with basketball fans, was really important
to us, " says Akhtar. " We wanted something
where every single basketball player who's
a true hooper would be like, 'I love that.
I would actually go to it. I can imagine
those days where I wanted to play outside
in the winter and I couldn't.' So we felt like
this was us putting our best foot forward
to represent Canadians in the basketball
community. " Agencies: Narrative (production,
creative); 10West (fabrication).
eventmarketer.com
SPRING 2023 EVENT MARKETER
27

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Event Marketer Spring 2023

Table of Contents for the Digital Edition of Event Marketer Spring 2023

Event Marketer Spring 2023 - 1
Event Marketer Spring 2023 - 2
Event Marketer Spring 2023 - 3
Event Marketer Spring 2023 - 4
Event Marketer Spring 2023 - 5
Event Marketer Spring 2023 - 6
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
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