Background & Objective
Promoting youth culture has been a key pillar of KFC’s strategy. Of course, millennials are the target audience of essentially every brand out there, and everyone is shouting youth culture. How can KFC not only stand out, but more importantly, be portrayed as genuine? 

Creative
Two of the biggest passion points for young generations are gaming and anime. 
Yin Yang Shi, a Japanese ghost hunter stories game, is the perfect combination of both. You catch ghosts in the games, train them, and turn them into your secret weapons. It took the young population by storm, gaining over 10 million monthly active users in 2 months. KFC had to bring value to the fans of the game, rather than exploiting their love for the game. 

Result
This campaign became the biggest gaming collaboration any brand has done in China. 
3 million limited edition buckets are sold out in 3 days, with sales of theme stores increasing 400-500% during campaign period.  
Enthusiastic players rushed to KFC stores. The topic #KFCxYinYangShi was viewed over 100 million times online.  Most importantly, we introduced this unique youth culture to a more general audience.