KFC recently announced a unique collaboration with Speedrun Espanol to highlight its fried chicken to the realm of The Legend of Zelda: Tears of the Kingdom with the Recipe Run project. It is inspired by gamers who participated from 17 different countries -- all of which join to replicate the signature chicken by KFC within the virtual space of the game itself.
The winning trophy is a golden design that is shaped like a chicken thigh which is valued at US$11,560. Participants were tasked with the idea of collecting ingredients virtually. This included oil, chicken, and a specific blend of its 11 herbs and spices within the borders of the game. According to KFC, about 2,500 contestants participated in Spain and increased web traffic by 58%.
Image Credit: PS21
Why This Trend Is Growing
- Virtual Brand Collaborations
- The collaboration between KFC and Speedrun Espanol showcases the trend of virtual brand collaborations, bridging the gap between virtual gaming and real-world products.
- Virtual Culinary Experiences
- The Recipe Run project by KFC demonstrates the growing trend of virtual culinary experiences, where participants can virtually collect ingredients and replicate recipes within video games.
- Global Gaming Competitions
- The participation of gamers from 17 different countries in the Recipe Run project highlights the trend of global gaming competitions, bringing together players from diverse locations for a shared gaming experience.
Industries Being Reshaped
- Fast Food
- The collaboration between KFC and Speedrun Espanol presents an opportunity for the fast food industry to engage with gamers through virtual brand collaborations.
- Gaming
- The Recipe Run project creates a new avenue for the gaming industry to explore virtual culinary experiences and incorporate real-world products into gameplay.
- Digital Marketing
- The success of the Recipe Run project in increasing web traffic for KFC in Spain showcases a potential disruptive innovation opportunity for the digital marketing industry to leverage gaming collaborations for brand promotion.
