KFC goes UGC
In a move that will certainly strike fear in the hearts of creative ad agency employees, a major advertiser has created a new television ad using nothing but viral video from YouTube, MySpace and other such sites.
Fast food company KFC has turned to user-generated content, also known as UGC, to advertise that its food has "0 grams of trans fat per serving" but with "the same great taste." Why bother paying ad agencies to come up with a fresh idea for a commercial, along with writers, actors and filmmakers, when you can just grab free video off the Web that has nothing to do with the product or company but which might be entertaining?
In KFC's ad, you've got break dancers twirling upside down on the sidewalk, a toddler bouncing in a baby swing, guys being goofy and pumping the air, wedding reception footage, random women dancing at home and, in the one product placement, someone blowing candles on what appears to be a cake inside a KFC bucket. Now that's a lot of talent! The ad is scheduled to debut during American Idol Tuesday night.