The Great Bucket Hunt
KFC
APAC Effies Finalist - Experiential Marketing; Shopper and eCommerce Marketing (2022)
Our favourite Colonel made quite the splash down under. He hid RIDONCULOUS amounts of free chook, wads of cash and tickets to once-in-a-lifetime experiences in virtual buckets across the country. Yup. The Great Bucket Hunt was pretty great alright.
This was probably my biggest project yet - conceptualising and crafting all copy for the game itself and supporting 360 campaign (and even dipping my paws in the music and sound design for the game too).
As featured in Mumbrella, Campaign Brief, Concrete Playground, AdNews, 7 News, Life Hacker and Thrillist.
The premise of the game was pretty simple…
1. Find buckets
2. Win bucketloads
Using the Bucket Map, players could see where virtual buckets were hidden close by.
Once a player was close enough to a bucket, they’d enter the AR experience to find out what juicy prize was waitin’ inside 👀
If a player was feeling lucky, they could ‘Flip the Coin’ for the chance to upgrade their prize.
I turned a Pepsi Freeze into a 15 Piece Bucket… just sayin’.
We peppered our ‘lovable larrikin’ KFC brand tone over every touch point throughout the game.
To promote the game, we created a full suite of TTL assets, kicking off with a TV spot we called ‘Strut the Streets’. What better inspo to get your hunt on than this guy👇?
Using social stories, we created an ongoing narrative of our dude hunting for buckets, with one video flowing seamlessly into the next across the campaign period.
Shoutout to SG Lewis for bringing the groove 🎧
We plastered billboards across the country…
And got crafty with murals to get people out huntin’.
Group Creative Director: Shaun Branagan
Art Directors: Leora Zuckerman, Brenton Bleechmore, Simon Cox
Director: Graeme Burfoot
Murals: Apparition Media