KFC - Awaken History

with Technology

KFC launched the ‘Awaken History with Technology’ campaign to bring national treasure back to life for Chinese New Year, With digital technology, the ancient creative painting was translated into modern popular media, which proved to be an engaging way to go back 500 years to experience the time’s festive scenes.

To bring ancient creative arts back to people’s real life

Since the new initiatives advocated for art and cultural exchanges between the East and West, more and more young people are gaining a strong sense of pride in their country’s culture. As a hub for young people, KFC China has been committed to stimulating the vitality of youth culture and innovation, through various crossover collaborations with different industries.

 

During 2018 Chinese New Year, with modern digital technology, KFC partnered with National Museum of China - the country’s official authority on history, to bring ancient creative arts back to people’s real life, meanwhile draw attention from young people and inspire their creativities and innovations.

National Museum of China

The Painting of Lantern Festival Celebration by Emperor Xianzong of Ming Dynasty

To translated ancient creative piece into modern popular media

 “Awaken History with Technology” campaign selected The Painting of Lantern Festival Celebration by Emperor Xianzong of Ming Dynasty. With digital technology, this ancient creative piece was translated into modern popular media, which proved to be an engaging way to go back 500 years to experience the time’s sparkling fireworks, 3D light show, costumed performing arts and more.

 

Offline: we held a grand press conference in the national museum to officially announce the launch of the campaign.

 

Online: a series of engaging dynamic posters and contents about the national treasure were posted on social media which enhanced the popularity among young people. We used modern languages to translate the traditional festive scene more vividly. By leveraging their “influence” among young people, celebrities and KOL were invited to promote the campaign on social media.

 

Offline + Online: The campaign was released simultaneously not only in themed KFC stores, but also high traffic metro stations and the National Museum of China. Using their mobile, consumers could pick their own characters on an online multiplayer avenue. And everyone could see their customized interactive content on the screens.

To translated ancient creative piece into modern popular media

Social posts

Shanghai Metro

KFC Store

Results

More than 23 large media publications reported on the campaign, 313,000 plus people viewed it on the WeChat platform, and 8 million plus viewed it on Tencent Video and Miaopai social media platforms. The campaign sparked a spectacular chemistry between culture, China’s arts and the younger generation.

KFC Awaken History with Technology - Case study