Is KFC’s Crowdsourcing Digital Marketing Campaign an Idea for your Business

Digital marketing trends and innovation are always an excellent source for inspiration for small businesses looking to get a leg up on competition. Fast food brands like Burger King and McDonald’s have launched some of the best marketing campaigns in the last fifty years.

KFC’s most recent digital marketing campaigns are some any marketer has got to be impressed by. In recent years, KFC came up with a digital marketing campaign that used influencers, professional wrestlers, and Hollywood celebrities to dress up as the Colonel. This created a sense of anticipation as to who was next in line to take on the Colonel retro look and was a playful manner to create awareness in the marketplace.

Then, a second digital marketing launched involved a live-stream approach, broadcasting four hours of cats climbing Colonel-inspired merchandise ranging from a small cat condo to a rug, pool floatie, fire log, and more. This was, again, a great way to get attention for the brand.

KFC’s latest digital marketing campaign is one that involves crowdsourcing ideas in a company concept known as the ‘KFC Innovations Lab’. As the story goes, customers who have submitted crazy, innovative marketing ideas get to see their ideas played out by KFC. Unexpected ideas – such as a KFC hot tub resembling a KFC bucket, an ice-skating show called ‘Colonel on Ice’, and more – have all played out in promotional videos with the tag, “KFC needs your support to help turn our innovation ideas into innovation reality.”

This campaign has continued the sense of playfulness familiar in KFC’s marketing and invites participation from their audience. Although KFC’s efforts are not inexpensive – the hot tub, for example, requires a crowdsourced investment of $46,683 while the ‘Colonel on Ice’ idea is set at a fundraising goal of $2.2 million – it allows families to put money towards funding marketing ideas they want to see.

So evidently, how does a small business make use of the same strategies KFC is employing – well, you can and you can’t. Although you don’t have the budget to duplicate the sort of expenses KFC can, if you already have a built-in audience, getting them to participate in your brand by asking them their opinion on things – such as what product they’d like to see be put on a promotional discount for a month – can work to generate conversation around your brand. If you have a mascot like the Colonel, you may choose to launch a social media campaign encouraging followers to dress up and utter your catchphrase. If you don’t have a catchphrase, you can still have a successful social media campaign based around participation.

Ultimately, if there are two takeaways from KFC’s digital marketing strategies, it’s that the brand focuses on audience participation and maintaining a playful tone. Although this isn’t necessarily right for every brand, for most, it can be a great way to have a meaningful dialogue between brand and audience. Particularly if you’re aiming for younger consumers who want to have that fun and interaction with their favourite brands, consider the different ways you can do that through video, social media, and digital marketing strategies.

For more information on how to build a successful digital marketing campaign prioritizing brand awareness, profits, and audience participation, contact Unlimited Exposure today.

Frequently Asked Questions (FAQs)

1. What is KFC’s “Innovations Lab” crowdsourcing campaign?
KFC’s Innovations Lab invited consumers to submit creative and unconventional marketing ideas-like a chicken-scented hot tub or branded merchandise-and offered to crowdfund the production if enough interest was shown. The initiative tested consumer enthusiasm while generating fun social buzz 

2. How does the crowdfunding element work?
Ideas submitted went onto a crowdfunding platform (like Indiegogo). If an idea reached its funding goal-e.g. $46K for the hot tub-KFC promised to bring it to life. Otherwise, backers got refunds. Supporters also received branded swag like T-shirts and stickers.

3. Is crowdsourcing new to major brands?
No. Many well-known companies (like Lego, Coca‑Cola, Tyson) have used crowdfunding to test new ideas before launching them. KFC’s version adds a humorous twist by proposing intentionally whimsical concepts

4. Did KFC’s campaign help build community and buzz?
Absolutely. Customers became co-creators and were rewarded with exclusive branded merchandise. This built genuine enthusiasm, media coverage, and deeper social engagement around the brand 

5. How did KFC manage idea selection and feedback?
Participants submitted ideas, engaged in online voting, and presumably were evaluated via a screening process (e.g., judging panels) similar to product development approaches in other markets. This structured approach strengthened community involvement.

6. Will the ideas actually become products or promotions?
Yes-if fully funded. The promise to proceed only upon meeting pledges showed respect for customer interest and budget. It reinforced trust and prevented wasted effort .