The Double Down is a KFC limited time burger where fried chicken replaces the bread buns. We needed to create a 3-phase campaign that teased its return, communicated an improved recipe and introduced the new Zinger edition. We decided to borrow from the world of video-games to say the Double Down reached it's next level.
To tease the launch we went after high-ranking Twitter posts from the previous year that mentioned the double-down and sent replies teasing the Double Down's return.
We created CanIGetADoubleDown.com with a countdown timer for the end of the campaign, with a live Twitter Feed.
After two weeks we exploded the counter to announce the new, Zinger edition.
Everywhere else, from print to social media we kept the consistent video-game inspired, glitchy aesthetics.