Background
PUBG: Battlegrounds, a battle-royale game developed by the Korean company Krafton, was losing its appeal among Gen-Z gamers in Korea due to being perceived as too challenging.

The Idea
To prove anyone c an win the Winner, Winner, Chicken Dinner - the winning battle cry in PUBG - we brought the most unlikely player: The Oldest Gamer In The World, and the champion of chicken himself - KFC’s Colonel Sanders!

How It Works
To appeal to Gen-Z, we launched a livestream where Sanders trades fryers for firepower in 3 unique missions - cooked up with a comedian, AI magic, and a squad of gaming influecenrs. All ending with a chicken mukbang celebration!

Results
An epic cultural moment for the Korean gaming industry that drew in over 170K+ hungry viewers who couldn’t resist this original recipe of gaming goodness.

Highlights

PRESS

Campaign Brief

branding in asia

Bnp

Little Black Book

campaign