KFC ‘COUCHSIDE KICKS’
The year 2020 was marked by the pandemic, which greatly impacted sports and the media landscape.
Fans of different sports, including the NBA, missed the opportunity to go to the stadium and cheer for their favourite teams. KFC’s in-game sponsorship aimed to provide Raptors fans with an enjoyable way of rooting for the defending NBA champions from the comfort of their homes in conjunction with their delicious brand promotions.
As part of KFC’s in-game media partnership with TSN, I developed a promotional marketing strategy that included broadcasting brand sell spots, promoting the slippers during the game to encourage the audience to enter for a chance to win a pair, and partnering with their AOR to execute influencer and digital portion of the campaign.
-Account Executive of client Brand Partnership Lead of NBA broadcast and digital integrated marketing
-Spearheaded cross-functional collaboration working with sales, live broadcast producers, and digital and social Account leads to develop media integration strategies, tactics, and creative deliverables across TSN Linear, social, and web properties
-Collaborate internally to develop marketing plans and creative assets with cross-functional teams and Project Managers.
-Managed client brand, AOR, and media agency teams executing weekly check-ins to manage expectations and deliver program deliverables on time and within budget
-Leveraged my apparel design and production capabilities to help guide and collaborate with the brand's creative AOR to ideate the look and feel
-Collaborated with the Design and Production team to bring the promotional product to life
I used my expertise in apparel production and design to seamlessly combine fashion and sneaker culture, resulting in an authentic experience for the target audience. By analyzing data and insights, I created an innovative promotional product that reflects the audience's authenticity and the sneaker culture they belong to.
This product was a perfect fit for KFC's campaign to promote their meals as the preferred choice for Raptors fans while watching games on TSN. The Couchside Kicks are a delightful way to bring a piece of the Raptors' partnership with TSN into the homes of Canadian Raptors fans. These slippers feature cozy KFC branding and are an excellent addition to any sneakerhead's collection.
This product was an excellent fit for KFC's campaign strategy to promote their meals as the preferred choice for Raptors fans while watching games on TSN. The Couchside Kicks are a delightful way to bring a piece of the Raptors' partnership with TSN into the homes of Canadian Raptors fans. These slippers feature KFC branding, making them incredibly cozy and an excellent addition to any sneakerhead's collection.