KFC ‘COUCHSIDE KICKS’
The pandemic significantly impacted the year 2020, greatly affecting the sports and media landscapes. Fans of various sports, especially the NBA, missed the chance to attend games and cheer for their favourite teams. In response, KFC launched an in-game sponsorship to provide Raptors fans with an enjoyable way to support the defending NBA champions from the comfort of their homes, along with engaging brand promotional offers.
As part of KFC's media partnership with TSN, I developed a promotional marketing strategy to increase brand awareness of the QSR brand and purchase intent for the promotional combo offers targeting the sports consumer audience. This strategy included broadcasting brand advertisements, promoting slippers during games to encourage audiences to enter for a chance to win a pair, and collaborating with KFC's agency of record to implement the influencer and digital components of the campaign.
-Account Executive for NBA brand partnerships, managing broadcast and digital integrated marketing campaigns
-Spearheaded collaboration across sales, live broadcast producers, and digital and social account leads to create media integration strategies, tactics, and creative deliverables for TSN Linear, social media, and web channels
-Coordinated with client brand, AOR, and media agency teams to conduct weekly check-ins, ensuring expectations are managed and program deliverables are completed 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 of the promotional deliverable
-Worked together with the Design and Production team to create the promotional product
I utilized my expertise in apparel design and production to seamlessly merge the brand with sneaker culture, creating an authentic experience for the target audience. Through data analysis, insights, and market research, my production partner and I developed an innovative promotional product that resonates with the audience's appreciation for authenticity and the sneaker culture they embrace.
This product perfectly aligns with KFC's NBA sponsorship and TSN brand partnership campaign, which aims to promote their meals as the preferred choice for Raptors fans while watching games on TSN. The Couchside Kicks are a fun way to bring a piece of the Raptors' partnership with TSN into the homes of Canadian Raptors fans. These cozy slippers feature KFC branding and make a great addition to any sneakerhead's collection.