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KFC India targets net-savvy teens with first ever interactive digital campaign

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BENGALURU: For its 3.8 million Facebook fans, KFC launched what it claims as ?the first ever User Generated Graphic Novel in India? - Krushers Komic. The Facebook initiative allows consumers to input pictures, names, and a couple of favorite catchphrases into a storyline. A consumer can then read and share with friends a personalised graphic novel.

KFC claims that its Facebook application has already seen 17,000 consumers creating their own "Krushers Komics" within 7 days of its launch. Each day, the best male and female entries are rewarded with a print version of their novels as memorabilia. Weekly winners with the best novels get the opportunity to win an Xbox 360.

On YouTube, KFC has created a digital interactive brand channel - Krushers Time. A user has to liberate two teenagers by dragging them to a Krusher from the bar above and then events unfold based on the flavor of the Krusher selected.

KFC India and Area Countries GM Tarun Lal said, "With the launch of a dedicated social media campaign for Krushers, we are taking forward our journey of fan engagement on digital platforms to the next level. The youth of today, our core TG spends most of their time online and our initiatives in the past like "Currycature?, ?KFC Wow? and ?Design Your Own Bucket? have done very well for us. Going forward, we are hoping to achieve deeper engagement with more and more consumers, making KFC the Most Social QSR brand in the country."

KFC says that digital and social media is a key focus for it. It has recently made it to the Social Bakers "Top 5 most Socially Devoted Brands in India" list, and has seen consumer and critical acclaim for key digital campaigns like the KFC WOW mobile app, Currycature, and the Design Your Own Bucketapplication.

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