Brandon Jessica Sean

• KFC Foundation College Scholarship

• $20,000 Scholarship Based On Twitter Message

• November 16 – November 26, 2010

Keep It Short and Tweet….

•High School Seniors

•Send A Single Tweet (140 Characters or Less)

“Why They Exemplify Colonel Sanders Commitment to Education and Enriching Their Communities”

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

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

• CHAIN MONSTER

• ABC NEWS

• CNN

News Coverage:

• Fox 11 News

Campaign Evaluation:

• 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

Weber-Shandwick Claims

@kfc_colonel

• The KFC Twitter Handle Saw a 20% Jump in Followers in Just 2 Weeks

But, Was It Really Successful…?

• Campaign Recap

•Just 2,800 Total Tweet Entries•Numerous Tweeters Violated Rules

•Less Than 1 Person Per County (0.89)

• 17-year-old Amanda Russell – Scholarship Winner

Winning Tweet:

"Hey Colonel! Your scholarship's the secret ingredient missing from my recipe for success!

Got the grades, drive, just need cash!"