KFC Spain Gets Zelda Gamers Cooking Fried Chicken as a Sidequest

One perk of gaming is that you can indulge in experiences you might never have in real life. Like making your own fried chicken.

That's apparently something you can do in The Legend of Zelda: Tears of the Kingdom. While you're less likely to get an oil burn, fried chicken preparation is also a more involved (and adventurous) process in-game: You must gather your chicken, oil and 11 herbs and spices of your choosing from across the virtual world.

To make this process even funner (or just more stressful?), KFC Spain worked with PS21 in Madrid to develop "The Recipe Run," a speedrun setting for the fastest fried chicken makers of all.

"The Recipe Run" was developed in partnership with SRE (@SpeedrunEspagnol), which gave the contest global scope. Gamers from 17 countries competed for a gold trophy shaped like a chicken thigh, "valued at €11,000."

In a week, KFC Spain garnered 2,500 participants, boosting web traffic by 58 percent during speedrun days. In contrast with the typical 12 percent average, 44.5 percent of orders were placed via desktop. All participants received codes for a chicken-strip menu, redeemable on the app or website, so that order boost is not really a shocker.

According to the agency, the campaign generated 145 million social media impressions and over 100 hours of organic content.

CREDITS

Agency: PS21
Advertiser: KFC
Campaign: The Recipe Run
Sector: Fast Food
Client: Kerman Romeo, Beatriz Martínez