KFC's Super Bowl Promotion: Cause or Ambush Marketing?

Another brand has tapped into the excitement of Super Bowl XXLII with an online promotion that also includes a huge philanthropic offer. KFC is spotlighting its Hot Wings menu with this marketing first: If a player or celebrity performer "opens his heart and flutters his hot wings" in an impromptu chicken dance during Super Bowl XXLII, KFC will donate $260,000 to charity in the name of that person. KFC's criteria is for the chicken dance performance to include at least three seconds of "wing flapping".

"Talk about an offer worth showing off your Hot Wings for: this could be a great dance performance benefiting charity," said James O'Reilly, chief marketing officer for KFC. "This will continue KFC's tradition of marketing first promotions. We really hope someone shows the world his hot wings."

Now since it being the Super Bowl with the championship at stake, never mind that the Patriots are hoping to make history, I kinda doubt we're going to see a player do a chicken dance in the end zone. A player could possibly draw an unsportsmanlike conduct penalty for it. However, weirder things have happened. KFC is supposedly contacting agents of offensive players for the New York Giants and New England Patriots who are most likely to score in order to encourage them to step up and dance like a chicken. It may be more likely that one of the performers during the half time show would try and pull this off. 

KFC's online interactive promotion component consists of a consumer- generated content contest titled Show Off Your "Hot Wings.  Back on January 17th KFC started inviting football fans to upload their own chicken dance videos to this promotional website. The best rendition chosen by a panel of judges would win the ultimate big game party valued at $4,250 which includes a spread of KFC complete with the new spicy and crunchy Hot Wings, a flat panel television, a limo to escort guests, cheerleaders to fire up the crowd and even a cleaning service for post-party tidying.

The winner was just announced this past Monday, Jan. 28th. Congratulations to Ryan L. from Superior, Wisconsin. Check out Ryan's chicken dance here:

You'll have to crash Ryan's party if you're anywhere near Superior, Wisconsin. Anyhow, you can check out all the video entries on their website as well.

Now KFC is not an official sponsor of, or affiliated or associated with, the National Football League, the big game, or any other football-related entity in any way. I don't believe that they will be one of the advertisers during the game either. They are just another brand that is capitalizing on the event without paying the big bucks. The NFL does not appreciate this and this FanNation article states that they've called it a "textbook case of ambush marketing 101".

Emily Steel wrote an interesting article that appeared in the Wall Street Journal on Monday titled "The Super Bowl Blitz Expands in Online Arena". Not only does she write about the fact that online promotions are now a great way for advertisers to extend their investment with an integrated message, but also how non-advertisers are tapping in to it as well.

Anyhow, if you see a player of performer flapping his or her arms like crazy in what looks like a chicken dance on national television during the Super Bowl, you'll know why. It should at least be good party conversation for you.