I came across this update in my newsfeed and think that it is the best update I’ve seen this year

Here’s why.

Medium is the message

The Double Down may not be the most profitable product (otherwise they would have kept it on the menu) however it does make a huge amount of noise and free publicity for KFC.  KFC here is leveraging this ‘noisy’ product and offering a limited release on the condition that the post leads to 500,000 fans. They are leveraging the product release as an ad in itself and in doing so creating a whole lot of online buzz. Brands are usually created to sell product, here the product is selling the brand.

Making a business decision based on social noise and input

One of Facebook’s hidden advantages is that it can act as a real-time focus group. Here KFC have analysed the conversation insights from their page and decided to re-release the double down based on the level of social buzz it creates. This is interesting as they are making a business decision based on the social buzz preceding it and the social buzz it can create. It’s using the product as the ad, not creating an ad for the product.

Tangible value to consumers

I always talk to clients about adding real value to a Facebook page. A status update asking a consumer how their day was doesn’t hold any real value.  A competition with brand-relevant prizes is a nice gesture. But the chance for a consumers to have an impact on the range of products a business offers, that’s gold! It also builds trust with the brand, it shows they care about their consumers and are willing to put their money where their mouth is when they say “we listen to our customers”.

Transparency from the outset (2 days)

KFC have also been transparent with this product re-release, from the first update they have clearly stated that this re-release will only be for two days. Rather than toe the line between hype and truth they have clearly stated what the release will entail. This will curb future negative sentiment

Leveraged it for a week

KFC didn’t just put out one post on the Double Down, they spread out their posts for over 5 days and sponsored it in a premium buy for fan acquisition and engagement. The single post acted as a whole social campaign.