KFC first to use Snapchat's Sponsored Geofilters in UK stores

KFC UK has partnered with Snapchat on a series of Sponsored Geofilters, which will be available in 900 of the chain's restaurants.

The ad marks the first time a brand has used the function in the UK, and the first UK-specific campaign on the messaging app outwith its Discover platform.

Geofilters are special overlays for images which can only be accessed in certain locations and the fast-food firm has plumped for a seasonal theme designed to "bring the joy of Christmas together with the joy of KFC".

The drive allows Snapchatters to decorate their photo with taglines such as 'It's the most wonderful bite of the year', before sending to family and friends.

Devised by ZenithOptimedia Group's Blue 449 with creative guidance from BBH, the push will feature a range of different executions over the coming months.

Snapchat has claimed that 60 per cent of 13 to 34 year-old smart phone owners in the UK use the service, and Jenny Packwood, head of digital, PR and brand communications at KFC lauded the app as "a great way for KFC to communicate directly with it's younger fanbase who spend a huge amount of their media time on their mobile devices."

"Snapchat is one of the most popular platforms and chain Geofilters offer a fun and engaging way for our customers to share unique content whilst in and around our UK stores," she added.

Back in May the fried chicken shop launched a Snapchat campaign with Sky Sports on Discovery to target a youth audience to promote its 'Pack More Into Lunch' initiative, which saw the brand make a music video in less than an hour.

KFC has recently been experimenting with mobile location tech and earlier this year it worked with xAd to bring nearby consumers in-store through proximity targeting and conquest ads. The chain ran the campaign for three months and noted an uplift in store visitation and an improved click through rate which came in at 40 per cent above the industry standard.

Rebecca Stewart

Rebecca Stewart is The Drum's breaking news and social media reporter, covering how brands and media companies are using platforms like Snapchat, Facebook, Twitter and beyond.

All by Rebecca