Programmatic Lunch

KFC Goes Mobile with Location-based Campaign

Tim Maytom

KFC imagesKFC has employed mobile location technology to promote its new burrito product range, targeting consumers close to stores with relevant messaging in order to drive an increase in foot traffic into its branches.

The campaign, run in partnership with location specialists xAd and media agency Blue 449, ran for three months and used a combination of proximity and conquest targeting to build awareness and uplift store visitations throughout the UK.

In addition to the boost in foot traffic, the campaign demonstrated that engaging with customers who were close to KFC stores drove a click through rate up to 40 per cent above the industry benchmark, showing how the power of location targeting can impact results.

"Our target audience tends to be young adults and busy families who are becoming more and more reliant on their mobile devices to make their lives easier," said Jenny Packwood, head of digital PR & brand communications for KFC. "Leveraging the most accurate location technology helps us reach our audience at the right place and at the right time with offers that are relevant to them."

xAd targeted quick service food  consumers to identify and reach a relevant target audience for KFC. As the campaign went on, the chain found that the most receptive demographic was busy parents with families, which drove them to tailor a dynamic creative which showed the distance to the nearest store specifically for this audience.

"The quick service restaurant market is a competitive one with restaurants battling it out to convert hungry and time sensitive customers," said Theo Theodorou, head of EMEA at xAd. "When it comes to sensing consumer appetite at the right time and in the right place, chains like KFC need to be increasingly innovative to engage their audience.

"Location data holds the power to deliver more personalised customer experiences. The better the understanding an advertiser has of the customer's profile, in addition to their context, the more relevant they can be when targeting the individual."