KFC claims victory in DVR-only commercial

About a month ago, KFC ran an experimental commercial designed to be viewed only by DVR owners; the spot contained a single frame of a code word entitling viewers to get a coupon for a free chicken sandwich. Now, KFC is claiming that the ad (which ABC actually banned as subliminal advertising) was a success, pointing out that over 100,000 people snagged the coupons, and traffic to KFC's web site surged by 40% the week after the ad ran. Of course, it's possible that about 99,999 of those people actually heard about the ad on the internets, rather than via their DVRs, but we think a more likely scenario is that the ad's subliminal message attracted a broad swath of non-DVR viewers, who had an uncontrollable compulsion to rush to their PCs, go to KFC's web site and squawk like a chicken -- that last part being a hidden directive that we hear was included in the commercial to prove the power of such advertising.

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[trappleton @ Mar 20th 2006 1:39PM]

I think the best advertising here is the photo included with this story; I really want a bucket of chicken now.

[Colonel Sanders! @ Mar 20th 2006 1:43PM]

It's finger lickin' subliminal brain washing!

[JF @ Mar 20th 2006 1:49PM]

Just wanted to add that maybe Mike Myer's Dad (also played by Mike Myers BTW) in 'So, I Married an Axe Murderer' may have been right all along.

"Ah, the Colonel, with his wee beady eyes;
SO? You want to buy my chiken, eh?"
"Dad, how could you not like the Colonel?"
"Because he puts a secret ingredient in it
that makes you crave it fortnightly, SMART@$$!"

I love that movie!

JF
(the actual opinions may not be the opinions of the
station, broadcaster or owner,
consult your doctor before using, actual results may
vary)

[The Colonel @ Mar 20th 2006 1:50PM]

While I don't care much for either advertising or KFC, I think this shows a lot of smarts on their part.

Instead of whining and crying about how a new technology is "killing their business" (are you listening RI-,MPAA?), they found an ingenious way to exploit the very technology they should have been averse to.

Now there's no way this could have been done by the same ad agency that put the song "Sweet Home ALABAMA" behind the "KENTUCKY Fried Chicken" ads.

[jerome @ Mar 20th 2006 2:12PM]

I got a cupon just by following a link on the net that said enter the word buffalo for a free cupon- never even watched the ad.

[sp1nfer @ Mar 20th 2006 2:19PM]

#1, Look closely at the KFC man and what's he saying.

'You will obey me'... instant subliminal message ;)

[jfox @ Mar 20th 2006 2:38PM]

I think bush declared "victory" in Iraq.

[P-Did @ Mar 20th 2006 2:59PM]

I used the coupon, then I went home and emptied my bowels for 3 hours. Thank God for my Nintendo DS...

...worst food ever.

[narco @ Mar 20th 2006 3:12PM]

Same here -- second I saw the bucket, I went to KFC and got a meal.

Fishes,
narco.

[chasqui @ Mar 20th 2006 4:18PM]

Advertising at its finest. I mean really. You place one frame on a DVR and here we are reading about KFC on a tech blog. Good for them - they got people talking about them! Kudos to the advertising agency. As for the food? Well, personally I don't care for it.

[K.W. @ Mar 20th 2006 5:27PM]

Agreed. That marketing stats are incorrect. I saw the code word posted on atleast 5 sites. I don't think it worked and their numbers are way off!

[Michael Benner @ Mar 20th 2006 6:03PM]

#11, of course it worked.

It doesn't matter if you saw the ad or followed a link that a site posted for free. Either way the ad generated a buzz and got people to their site and in the store.

And of course, I never saw the ad on my DVR or links on the web, but here I am talking about it and it didn't cost them a single cent extra...

[Endorphin @ Mar 20th 2006 6:43PM]

Who in their right mind that has DVR watches Commercials?

[Kevin @ Mar 20th 2006 7:40PM]

I got a coupon after I found out about it here. When I went to their site, it showed the commercial and I was able to pause it to see where it said the secret word.

[Andrei @ Mar 20th 2006 11:15PM]

ABC is pretty stupid considering that the idea of subliminal messaging was debunked a long time ago

[play free games @ Mar 21st 2006 1:54AM]

It was all over the deal sites, and good deals spread like wildfire. I wouldn't consider it a total success, but it was an interesting attempt.