KFC leverages DVR time-shifting to its advantage

We assumed that the TiVo revolution would eventually convince the entire advertising industry to just close up shop and find a new outlet for its scary powers of persuasion, yet time-shifted TV has actually caused the wily advertisers to evolve and adapt like some strain of superbacteria, and they continue to surprise us with innovative ways to subject us to their messages. Take a new ad from the restaurant formerly known as Kentucky Fried Chicken that premiers this week, in which a "secret" message is encoded such that it is only visible while the commercial is being viewed in slo-mo. Now the concept of hidden ads in-and-of itself seems quite effective--even the most die-hard commercial skipper still has to watch the screen to avoid missing the beginning of the next segment, so a fast-forward-viewable message is a likely evolution--but KFC is stepping it up a notch and actually providing an incentive for people to seek out the ad, offering a free sandwich to those who can regurgitate the hidden phrase. Imagine that: there may soon be a day when we record shows not because we enjoy them, but because advertisers have told us that they'll give us free swag if we comply.

[Via PVR Wire]

[Joe Smith @ Feb 23rd 2006 11:00AM]

The best of the best idea that I've ever heard. Ingenious!

[Flipper @ Feb 23rd 2006 11:02AM]

I want me free sammich. What does it say?

[T-4 @ Feb 23rd 2006 11:03AM]

Cute, but I don't know if it will work. I wouldn't waste my time for free KFC.

Taco Bell, otoh...

[Skan @ Feb 23rd 2006 11:04AM]

Hopefully BMW catches on to this and starts giving away free 5's series to who ever retrieves a secret code =O)

[Loban @ Feb 23rd 2006 11:12AM]

ummmm, the linked article states that you can only read the message if you watch the ad in slow-motion, not fast-forward.

[Loban @ Feb 23rd 2006 11:13AM]

so that cuts it's effectiveness in half. you can't see it while you're fast-forwarding through commercials, but you still get free food if you actively look for it in slow-mo.

[DJ @ Feb 23rd 2006 11:15AM]

Yeah... and when one person finds out what that message is, they just tell everyone what it was. Then everyone gets free stuff, without having to watch it.

Quite dumb if you ask me.

(And KFC is nasty!)

[Loban @ Feb 23rd 2006 11:21AM]

well not quite as dumb as you'd think.

i doubt KFC cares how people figure out the message even if it is spread by word of mouth, as long as it brings people into their restaurants.

[thispaceforsale @ Feb 23rd 2006 11:26AM]

True, this very thread and engadget news item has generated free advertising for the Colonel.

[kamet @ Feb 23rd 2006 11:29AM]

It's not dumb, it's adaptation to the new generation. For one, I think it's smart. Take for example, RIAA, instead of changing business plans, they attack the new technology. KFC might be trying out a new tactic in marketing their product, it may do really well or fail miserably, but you have to give them props for being creative. Loban is right, does KFC really care if people hear it by word of mouth instead of by television? advertising is advertising, the more...the better.

[Alex @ Feb 23rd 2006 11:37AM]

Well, Hopefully I'll miss it in it's entirity -

Select play select 3 0 select.

Ooh, look... a 30 second skip button.

I love my tivo.

-Alex

[Matt @ Feb 23rd 2006 11:40AM]

I use 30 second skip.

[d @ Feb 23rd 2006 11:41AM]

Popeyes has better chicken.

[Todd Lokken @ Feb 23rd 2006 11:43AM]

How soon before someone slows down the speed of a commercial, so it looks like it is in 'normal' speed when fast-forwarded?

[Fi @ Nov 9th 2006 8:05AM]

thats a scary idea, but I'm sure we'll see it in the near future...

[IR @ Feb 23rd 2006 11:43AM]

Kinda reminds me of the Blipverts on Max Headrooms 30 seconds into the future program. I Just hope we all don't end up fried like that fat guy they found in front of the TV ;-)

[Rick @ Feb 23rd 2006 11:45AM]

The secret message is:
Take me to the Cluckin Chicken
http://www.smithappens.com/video_clucky.php

[Brian @ Feb 23rd 2006 11:52AM]

Popeyes is King!

[Tigidal @ Feb 23rd 2006 11:54AM]

Long live Comcast's 30 second skip.

[Jjeff @ Feb 23rd 2006 11:58AM]

I guess I'll never win that contest as long as I use the 30 second skip button on my MCE box.

[David @ Feb 23rd 2006 11:58AM]

It's a great idea, but they still haven't gotten my attention. I stopped watching tv a long time ago. If they find a way to put those ads onto the DVDs I get from Netflix I'm in trouble.

[kenny @ Feb 23rd 2006 12:03PM]

you know I remember hearing something like this somewhere...about ads being run really fast...and the person/site said something about it being on Max Headroom (80s/early 90s tv show) like this, and how in the future we could end up with ads run this fast...

[Aflat @ Feb 23rd 2006 12:05PM]

Engadget needs to learn how to read. It says you have to watch it in slow mo, not fast forward!

[Luis Antonio @ Feb 23rd 2006 12:10PM]

and guys, stop calling it kentucky FRIED chicken, now that it's KFC it isn't fried anymore, that'd be way too fattening...

[Mark @ Feb 23rd 2006 12:22PM]

It's already successful, we are all talking about KFC on Engadget!

[MuDoggy @ Feb 23rd 2006 12:24PM]

Well it's too bad I have ReplayTV which skips the commercials for me... ah yes, the best version of a DVR ever!

[JakeH @ Feb 23rd 2006 12:28PM]

#18 Yup, they were called "blipverts" and they appeared in an episode of the same name. Lol, that was the first thing i though of when i read this...

[Freddie @ Feb 23rd 2006 12:31PM]

I've seen the "secret message" ... basically, you play the thing in slow-motion (not fast-forward) and you can see it: "Go to KFC.com, enter the secret code: 'Buffalo' Get a coupon for a FREE BUFFALO SNACKER" That's the message. It's in the upper-right-hand corner of the screen when they're showing your the snacker sandwich.

--> freddie

[Andrew @ Feb 23rd 2006 12:43PM]

Engadget clearly says that you have to view the ad in slo-mo in order to see it. I'm not even sure how you illiterate folks can presume to say that Engadget has it wrong. They mention, not once, but TWICE, that you have to see the ad in slow-mo to watch it. Mmmm... who can't read, now?

As a slightly more on-topic note, I think this idea is brilliant. KFC gets free adverts on Engadget, people try to watch the ad, and it gets people into their store. Not a bad deal, really. Innovation is good.

[Tyler Durden @ Feb 23rd 2006 12:45PM]

Secret code: "Eat more KFC"


Wish I had a 30 second skip button on my SA 8300HD...

[Mark @ Feb 23rd 2006 12:49PM]

#25 - Engadget edited the post after comments were made. It used to say you had to be fast forwarding through the ad to read it.

[Rob Cameron @ Feb 23rd 2006 12:59PM]

No, they originally said "fast-forward." They just edited the post a few minutes ago to change it to "slo-mo." I've got both versions in my feedreader now. Pretty sneaky, Engadget!

[Baz @ Feb 23rd 2006 1:20PM]

Go to http://www.kfc.com/buffalosnacker/buffalo.asp
There it says:
Enter the secret code, and fill in your information for your CHANCE to receive a cupon to try a free, new Buffalo KFC Snacker.

If you enter the code and give away all your personal informaiton including name and address will mail you a $1.00 gift check if you are one of the first 75000 people to enter the code.

The special offer kicks off at 9:00 a.m. ET on February 23, 2006 and will continue while supplies last (75,000 coupons available) until 7:00 p.m. ET on March 3, 2006 even if supplies remain at that time. No purchase necessary. Limit one coupon per email address. Limit one coupon per household. Must be 18 years old to participate. Valid at participating restaurants in the United States and the District of Columbia only. Each gift check is worth $1.00 and is only redeemable toward the purchase of products at participating KFC restaurants in the United States and the District of Columbia. It may not be redeemed for cash. All taxes are payable by

[wai man @ Feb 23rd 2006 1:45PM]

you also need to use IE or netscape to redeem the code. no firefox!

[Gordy @ Feb 23rd 2006 1:58PM]

The Publix Deli has the best chicken. Popeyes is next.

[JayP @ Feb 23rd 2006 2:00PM]

Drink Your Ovaltine.

[Pip @ Feb 23rd 2006 2:23PM]

Wouldnt this be considered a subliminal message, which is illegal to put into advertisements? Companies back in the 80s got caught adding things like these into their commercials that normal people wouldn't see unless you went frame by frame. "Drink xxxx! You're thirsty!" etc It was made illegal when word about this got out.

[Alex @ Feb 23rd 2006 3:27PM]

heh... plugged in the code and my birthdate (xx/xx/1974) and it says I'm too young! Ha! That's a first...

[The ZeroCorpse @ Feb 23rd 2006 3:35PM]

Technically, Kentucky Fried Chicken isn't fried. It's cooked in a pressure-cooker.

Just lettin' you know.

[Ed @ Feb 23rd 2006 3:40PM]

Do you think other companies are now going to do this - is it the next big thing?

[The ZeroCorpse @ Feb 23rd 2006 3:44PM]

Hey... I'm in my mid-30s, and the damn contest said I'm too young!!!

Ha! Their contest is screwed!

[Shawn @ Feb 23rd 2006 4:40PM]

Oh, I always hated the Colonel with his wee *beady* eye! And that smug look on his face, "Oh, you're gonna buy my chicken! Ohhhhh!"

[Nick @ Feb 23rd 2006 5:44PM]

@39

Best Mike Myers movie EVER.

HEAD...MOVE!!!

[DaveHimself @ Feb 23rd 2006 6:24PM]

I had a similar idea back in July 05

http://greedoneverfired.blogspot.com/2005/07/2-ways-to-beat-tivo.html

[KilgoreTrout XL @ Feb 24th 2006 12:17PM]

KFC ads are fantastic!

"Honey, it's time to start eating right."
"Really?"
"Yep."
"Ok."
"So start shoving this bucket of fried shit down your throat."
"But-"
"Start SHOVING IT!"

[Dust @ Feb 24th 2006 3:11PM]

http://www.kfccruelty.com/index.asp

[Todd Lokken @ Feb 27th 2006 11:33AM]

Nick's got that right! And, Dust...that's pretty scary/disturbing.

[darin @ Apr 19th 2006 12:33PM]

I wrote the longest comment spam in history: [e-mail]

[RentMusic @ Jul 7th 2006 12:59PM]

A new form of coupon clipping.

How many people buy the newspaper to read the news?

How many people buy the newspaper just to get the coupons and find out what specials are on at local major retailers?

[Farris @ Apr 11th 2007 8:02PM]

God!

What's with all the super-spammers?