The pandemic reshaped the sports and media landscapes in 2020, leaving fans unable to attend live games and cheer on their favourite teams. To keep the spirit alive, KFC launched an in-game sponsorship that gave Raptors fans a fun and interactive way to support the defending NBA champions from home, complete with engaging promotional offers.
As part of KFC’s media partnership with TSN, I developed a promotional marketing strategy to boost brand awareness and drive purchase intent for the QSR’s limited-time combo offers targeting sports audiences. This strategy included in-game broadcast ads, a giveaway promotion encouraging fans to enter for a chance to win custom KFC slippers, and close collaboration with the brand AOR to execute the influencer and digital components of the campaign.
KFC: COUCH SIDE KICKS
My Role:
• Account Executive for NBA Brand Partnerships, managing broadcast and digital integrated marketing campaigns
• Led collaboration across sales, live broadcast producers, and digital and social account leads to develop media integration strategies, tactics, and creative deliverables for TSN Linear, social, and web platforms
• Coordinated with client AOR and media agency teams through weekly check-ins on campaign performance and product production to ensure deliverables were completed on time and within budget
• Applied my apparel design and production expertise to collaborate with the brand’s creative AOR in shaping the look and feel of the promotional product
• Collaborated with agency and brand teams to align on design to develop the final product, ensuring alignment with brand and campaign goals
We applied my expertise in apparel design and production to blend the brand seamlessly with sneaker culture, creating an authentic and engaging experience for the target audience. Using data analysis, insights, and market research, my production partner and I developed an innovative promotional product that resonates with fans’ appreciation for authenticity and the sneaker community they identify with.
This product aligns perfectly with KFC’s NBA sponsorship and its TSN brand partnership campaign, which promotes KFC meals as the go-to choice for Raptors fans watching games on TSN. The Couchside Kicks are a fun and creative way to bring the Raptors and TSN partnership into the homes of Canadian fans. These cozy, KFC-branded slippers make a distinctive addition to any sneakerhead’s collection.