Posterscope, Clear Channel & KFC

Case study

"KFC used NFC and QR codes to tap or scan for directions to the closest restaurant"

Overview

March 18th 2013 saw the launch of Proxama, Posterscope and Clear Channel’s latest OOH campaign for KFC. Utilising over 400 of Clear Channel’s NFC-enabled UK outdoor media sites, the campaign promoted KFC’s Hot Shots Box Meal and encouraged consumers to tap or scan for directions to their closest restaurant.

Solution

All OOH site locations were stored on Proxama’s TapPoint® platform. Tapping the NFC tag assigned to the outdoor media panel redirected the consumer to a Google Maps page; this identified all of the KFC restaurant’s within their vicinity and provided them with walking directions to their closest one.

All location logic and analytics were managed via Proxama’s campaign management platform TapPoint®.

Outcome

The campaign ran for 2 weeks across the UK and gathered a lot of attention from passers-by. Many consumers interacted with the campaign via NFC and QR. Highlights included:

  • 400 locations Nationwide
  • 60+ interactions per day
  • 3rd most interacted phone was NFC-enabled
  • 3rd of all campaign interactions were via NFC