As Chicken Licken®’s most craved meal, we needed to their reaffirm Hotwings® on top of the hot-list of hot things to eat. To raise awareness and drive engagement, we served up an integrated campaign, heavily spiced with social media and web content, and in the process, got our fan’s tongues wagging and hands dirty.
Chicken Licken® Hotwings® are known to have an irresistible effect on people. An effect called ‘The Craving’ that people will do anything to satisfy… even sabotage a top-secret mission to space.
Our fans were invited to join the newly developed African Space Aeronautics Programme (ASAP), and follow their epic journey to deliver a precious cargo of Hotwings® to the Afronaut Space Station. But along the way, the irresistible Hotwings® went missing! We then engaged our audience to uncover ‘Who Got The Craving?’ for themselves.
The story began with a branded content film that set the scene for the delivery of Hotwings® to Afronauts on a Space Station. Along the way, the Hotwings® went missing and this was accompanied with the URL ‘WhoGotTheCraving.com’.
Supporting social content further drove interest and hinted to this mystery, including a series of humorous interrogation videos of each suspect hinting that it might have been easier to find out who didn’t steal the Hotwings®.
All this collateral led our viewers to the microsite, where they were able to walk through every facet of the film — following each individual character’s story — to see who stole the Hotwings®. Even you, as a user, became a prime suspect in the case when we opened a case file populated with information from your Facebook profile. As it turns out, ‘Everybody Has The Craving’ and our users were able to share their criminal record to Facebook