KFC, discreetly involved in esports, wanted to make this commitment widely known among young people to work on its brand preference.
We organized a big esports tournament with KFC restaurants as a starting point, and a final at the Stade de France, as an introduction to an exhibition match with the Equipe de France. The entire tournament was broadcasted on a dedicated platform, hosted on melty.com and entirely branded KFC.
The Stade de France itself was entirely themed in the colours of KFC and Colonel Sanders during the final, in front of 81,000 people.
