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KFC revamped an online scholarship from an application to a tweet.

Sucess

The campaign was very sucessful with over 2,800 participants. So the average cost to gain 1 participant is $7.14. That’s not a bad amount to dish out in order to get 1 person to talk with your brand.

History

Examples

Social Media Use

Social Media was the whole base of this product. The really reached out to teens and stood out. Instead of doing a boring essay they could take 5 minutes out of their day and send a tweet.

In 2010, KFC launched a campaign that allowed High School to win a $20,000 scholarship from tweeting a single tweet.

How it Works

All they had to do was give a brief example of why they deserve the scholarship and use #KFCScholar. Only high school seniors can apply. With a character limit of 140, that's $142 per character for the winner.

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