KFC serves up a new virtual IP on Bilibili

Despite the prevalence of marketing strategies involving the metaverse and virtual idols, KFC has successfully transformed its IP into a unique virtual brand, IDOL, linking its online and offline businesses.

As a company that has explored the youth market for some time, KFC is also focusing on the metaverse and virtual idol marketing. KFC, unlike other businesses, has chosen to leverage its own brand IP, Grandpa KFC, by transforming it into a new virtual idol, allowing it to serve as a bridge between online and physical stores, establishing a complete sales conversion link.

Consequently, during the consumption-booming summer vacation, it collaborated with Bilibili (a platform which boasts a substantial young demographic and enhanced virtual assets) to deliver live streaming of Colonel KI and four great IP virtual idols on the same stage (The Time Reproduction Base). Here, the audience could freely control their own virtual images and cheer for their favourite characters through bullet screens.

KFC has boldly built a content asset (Colonel KFC) in the form of a virtual idol that is not only well integrated into the metaverse context and enriches the brand’s virtual assets,but can also work closely with diverse virtual IPs. In addition, online live-streaming, offline co-branded products, and ties to theme stores have developed comprehensive sales conversion links.

This event has received 83.3 million views on Bilibili, the search traffic has increased by 56.5% month-over-month, and bullet-screen interactions have surged by more than 1,522% compared to normal periods. In the meantime, over 90,000 users have redeemed KFC coupons.