29 Jul KFC 's Viewer Verdict
Challenge the referee with the app and get your reward. The NRL video referee has been causing arguments since its introduction in 1997. Fans continuously question the video referee’s decisions, believing they can do a faster and better job. KFC challenged that belief with its app.With live API feeds from the NRL Video Referee who reviews and adjudicates on contentious try scoring moments in the game – fans had the opportunity to select ‘TRY’ or ‘NO TRY’ while the official decision was pending.The official decision was then shown, along with a message on whether the fan’s decision matched it. The total result of all viewers’ votes was displayed on-screen in the TV broadcast, in the app and on the micro-site.
The idea is inspiring both for it technical complexity and its marketing value: For the former, live API feeds had to be synced with the app in a seamless manner to allow players at home to react in real time:; for the latter, KFC exemplifies perfectly how brands can leverage on live events to increase their brand identity and awareness. Lots of similar projects could be launched through the apps of several brands, even the ones belonging to completely different industries.