00:02Pollo. Pollo.
00:05I love KFC.
00:07Ask a delicious bucket of 30% in your first purchase.
00:11Download the app and enjoy the crunch with KFC.
00:14An ad played inside a store of a multiplayer game?
00:17Sounds like a first.
00:19KFC presents Proximity Ads.
00:22The time audio advertising was played inside the buildings of the most popular multiplayer titles.
00:27But how did it all come to this?
00:29You're probably thinking of a huge budget and a massive multi-brand partnership.
00:33Well, you'd be wrong. Enter Proximity Chat.
00:36The built-in feature that allows gamers to communicate directly inside the games.
00:40To put it simply, if players are close enough on the map, they can talk to each other just like
00:44in real life.
00:48It didn't take long for it to make its way into every major title.
00:51So, huge budget aside, these were the human-powered steps we followed to make it happen.
00:56A team of not necessarily talented players joined different matches across a wide variety of maps and games.
01:04Instead of looting, gearing up, and trying to win, they ran to key locations such as airports, football stadiums, and
01:10buildings known to have speakers, and hit.
01:14Once the target was around, they played KFC ads through their in-game microphone input, making players believe the ads
01:21were coming from the map itself.
01:22Pide un delicioso bucket al 30% en tu primera compra. Descarga la app.
01:28Kept doing it over and over again.
01:30Yep, we basically assembled a full team of gamers.
01:33Five days a week, eight-hour shifts, and over 2,000 minutes of free ads aired through a new medium.
01:38But don't players hate being targeted while playing?
01:41Most actually loved it.
01:46And to be fair, those who didn't could always try killing the app.
01:50KFC proximity ads.
01:51Or how we hacked game audio mechanics to create free in-game advertising.
01:56What, were you expecting fancy streamers reacting?
01:58It's not that kind of idea.
01:59If you don't have pitted, you'd have great potentialotal carpets бел Hall.
02:00We're pretty content from the whole world there.
