A brand is experimenting with social currency in India now. Popular chicken restaurant chain, KFC India set up its first pop up shop on Twitter. Which means one could buy the new WOW range of products with just their tweets. If you are a frequent Twitter user, you must have been bombarded with #KFCWOW tweets a few days back. That was a Twitter activation to introduce the new WOW menu to its young audience.
All one had to do was tweet away as many times as the cost of the desired menu item with the #KFCWOW hashtag. Folks could choose from amongst more than 10 products including the all new OMG burger, OMG roller and also summer delights like Brownie Blast Krusher and the Alphonso Fruitzer.
The KFC Tweet Shop campaign was conducted in two parts. The first part was activated at Mantri Mall in Bangalore on May 6 where people gathered at the store and paid for the WOW menu items through their tweets. So if a product costs Rs x, one needed to tweet ‘x’ times from their personal Twitter handle with #KFCWOW to receive the product free!
The second part of the campaign unfolded on Twitter between May 7-10. A virtual pop up store was set up where each day 100 units of a chosen WOW product was up for grabs. Day 1 saw 100 OMG burgers up on the Tweet Shop and the first 100 people who tweeted the required number of times with the #KFCWOW hashtag got their burger free. Day 2 had 100 OMG rollers, day 3 had hot wings and day 4 had Brownie Blast Krushers.
— KFC India (@KFC_India) May 1, 2015
— KFC India (@KFC_India) May 6, 2015
— Hrish Thota (@dhempe) May 6, 2015
A spammy tweet shop?
Tweet to eat sounds like a cool idea to introduce the new menu, but does the KFC Tweet shop help the brand? With the WOW menu priced between Rs. 29 and Rs. 65, equating to a minimum of 29 and maximum of 65 tweets per Twitter user, imagine the amount of Twitter spam generated by #KFCWOW. Spam tweets create a negative brand sentiment, certainly not something #KFCWOW would want to be associated with. The below screenshot is just 1% of the spam from #KFCWOW.
Moreover, the concept violates Twitter spam guidelines which considers multiple unrelated tweets with a particular hashtag as spam. It also managed to reach out to the folks who survive on Twitter contests alone, what about gratifying real KFC fans?
KFC could have asked people to just pay with a tweet or an Instagram post describing the new item and how much they liked it. This would indeed build some buzz for the new menu amongst the social connections of the Twitter user. Besides, it would drive sales as well as help in building a positive, socially-rewarding brand image for KFC.
In 2012, Kellogg’s had opened a tweet shop where one had to pay with a tweet. The shop displayed all the tweets shared on a ‘tweet wall’. Last year, Marc Jacobs, a fashion designer opened a pop-up store where one could walk out with products in exchange for sending tweets, Instagram photos and Facebook posts with #MJDaisyChain. The shop has a large projection highlighting the latest tweets and photos posted with the hashtag.
Comparatively, the KFC Tweet shop has only helped in generating spam, negative brand sentiments and appealing to a horde of disloyal contest players on social media.