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KFC rewards attention-deficit consumers for not 'zoning out'

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MUMBAI: Ever wanted to be a Jedi and move things with your mind? KFC India has just the solution for you. Introducing ‘Tele-connect to Nashville” - an on-ground experience that gave consumers a chance to pop open a box and unlock the legendary taste of KFC Nashville Chicken by using just their minds.

Monday, 16 January, saw chicken lovers queue up at Mumbai’s Growel’s 101 Mall to test the power of their concentration. Here’s how it worked: All consumers had to do was wear Neurosky  – a mind reading headset that monitored their brain activity and analysed their concentration on a scale of 1-100. Consumers were able to pop open the ‘Nashville Treasure Box’ if their concentration level hit 100.

Legend of Nashville has it that if you challenge your mind and focus your thoughts hard enough, you are sure to be rewarded. True to the legend, KFC had a bunch of surprises in store for consumers. From flight tickets to Nashville, Tennessee, USA; to a year’s free supply of finger lickin’ good chicken; KFC gift cards or a chance to taste the latest global food trend – Nashville Chicken.

KFC India Chief Marketing Officer Lluis Ruiz Ribot said, “The Nashville chicken has a cult-like following across the USA and KFC is the first QSR, to bring this USA original recipe to India. We wanted to make the launch as legendary as the product! In this day and age where our attention span is said to be lower than that of a goldfish “Tele-connect to Nashville” gave our fans a delicious and rewarding reason to challenge their minds.”

Blink Digital co-founder and CCO Dooj Ramchandani said “A new wave of tech such as facial recognition, brainwave readers and biometric sensing can now discern deeper truths about the hidden self. With ‘Tele-connect to Nashville’, we were able to shape an experience that helped our consumers connect with facets of their personality that not only brought them closer to the brand but also to themselves.” KFC has introduced “Tele-connect to Nashville” in Mumbai to start with, and plans to roll it out in other cities as well.

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