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KFC Arabia, KFC Super Fans Initiative, Media Dubai

KFC Arabia created brand love by engaging with young adults through consumable, sharable content. Arabs Got Talent! ranked #1 for 11 consecutive weeks in 2010 and KFC evolved the fan base to create “Super Fans” by providing them with insider access. A mobile app transported fans to the studio with a 360° scanable camera operated by their smartphone. The KFC Arabia Facebook page housed the “Fill the KFC Bucket” contest where fans printed out augmented reality codes to play for a chance to attend a live viewing of the show. KFC’s viral reach increased 11x and over 25,000 participated in the Facebook contest and, for the second year in a row, KFC Arabia was named the Favorite Brand in the 2012 AMRB MENA youth study.