Client - KFC and Hasbro "Back To School Program"

In-School Objective
KFC and Hasbro jointly created the “How the Body Works” classroom program to teach students, in a fun and interactive way, how the body works using the game “Operation” by Hasbro.

Business Objective
The client’s objective was to promote KFC’s November launch of their new and improved KFC Laptop Meals and to enhance brand affinity by using the game of “Operation” by Hasbro.

Solution
Created a co-op program including posters, a teacher’s guide, and three unique bookmarks that went out to the top 20 DMA’s.

Estimated Reach
1,000,000 students in 33,000 classrooms in 2,760 schools.

Program Elements

• KFC and Hasbro included “How the Body Works” with a poster, teacher’s guide, and three unique bookmarks.
• NGK and Purell included a poster featuring seasonal exploration activities.
• Wild Planet contributed their Kid Inventor Challenge enrollment package including student activities designed to stimulate creativity.
• Toon Disney Channel included a sound card to promote the “Monkey See Monkey Fu” television program.
• Pony Magazine offered a subscription card.

Promotion Examples