16th January 2017, saw chicken lovers queue up at Mumbai’s Growel’s 101 Mall to test the power of their concentration. Here’s how it worked: All consumers had to do was wear Neurosky – a mind reading headset that monitored their brain activity and analysed their concentration on a scale of 1-100. Consumers were able to pop open the ‘Nashville Treasure Box’ if their concentration level hit 100.
Legend of Nashville has it that if you challenge your mind and focus your thoughts hard enough, you are sure to be rewarded. True to the legend, KFC had a bunch of surprises in store for consumers. From flight tickets to Nashville, Tennessee, USA; to a year’s free supply of finger lickin’ good chicken; KFC gift cards or a chance to taste the latest global food trend – Nashville Chicken.
Lluis Ruiz Ribot, Chief Marketing Officer, KFC India said, “The Nashville chicken has a cult-like following across the USA and KFC is the first QSR, to bring this USA original recipe to India. We wanted to make the launch as legendary as the product! In this day and age where our attention span is said to be lower than that of a goldfish “Tele-connect to Nashville” gave our fans a delicious and rewarding reason to challenge their minds.”
Dooj Ramchandani, Co-founder and Chief Creative Officer, Blink Digital said “A new wave of tech such as facial recognition, brainwave readers and biometric sensing can now discern deeper truths about the hidden self. With ‘Tele-connect to Nashville’, we were able to shape an experience that helped our consumers connect with facets of their personality that not only brought them closer to the brand but also to themselves.”
KFC has introduced “Tele-connect to Nashville” in Mumbai to start with, and plans to roll it out in other cities as well.
