If you watched the American Idol finale on Tuesday night, you may have seen the new 15-second KFC spot from Draft/FCB made entirely of consumer generated content. This is a twist on the current trend of asking consumers to create content for commercials because in fact, the stars of these videos had no idea they’d end up on national TV.
The latest in KFC’s new campaign, “The Bucket’s Back” features a dozen or so short clips of people celebrating– jumping, dancing, and even blowing out birthday candles on a KFC bucket of chicken-which the company has morphed into a “Celebration” of its zero grams trans fat conversion last month.
The company says the stars and amateur videographers were surprised to hear about their upcoming prime-time appearances. One young woman, who is shown dancing in her sister’s kitchen, ironically had tried out for “American Idol” but never made the cut.
Apparently the SAG (Screen Actor Guild) folks are concerned. The impact of new media on traditional advertising production is being evaluated in a study sponsored by SAG and other media and acting organizations.