KFC Cross Border Marketing is Really Great，Toys is Really Going Too Far！

Since the premiere of the classic animation "SpongeBob SquarePants", it has endured for 23 years and continues to be loved and sought after by children and adults around the world, making it one of the top stream IPs, attracting many brands to explore the commercial value of its co-branding.

In order to meet the upcoming Halloween, KFC and SpongeBob SquarePants came to a cross-border cooperation, the launch of # superstar on the field of magic # theme of SpongeBob SquarePants and friends toys, this set of products appeared on a large number of young people's favor. Although cross-border co-branding is common, but few can really create a circle effect, KFC is full of innovative and interesting form of integration with SpongeBob SquarePants, the cross-border marketing played a new pattern, successfully hit the interest of young people.

KFC SpongeBob SquarePants and Friends toys, which include SpongeBob SquarePants who changes his face in a second, Squidward who screams and splits, Mr. Krabs who turns into a pumpkin with his empty hands, and Patrick who gets trapped with his hands. These four toys, in addition to retaining the original image of the characters in appearance, also incorporate classic Halloween elements, giving the product recognizable features and festive atmosphere, stimulating consumers to leave a strong memory point for the product.

The more compelling place is that the set of toys play differently, the ghost balloon held in the hand of Patrick will drag it to slide backwards; Squidward's body into the magic box, press the switch to separate the body and scream, but also a key recovery; Mr. Krabs' upper body plucked up, will reveal the hidden pumpkin face; SpongeBob's body will swing up and down with the wings behind, inadvertently duang a plucked face to reveal the trick or treat text. These fresh and comical games cater to the preferences of young people, making consumers exclaim that they are cute and also stimulate their interest in KFC toys.

How to get this set of toys, KFC launched for this purpose to the store and takeaway four SpongeBob SquarePants toy packages, the price of the package in 39.9-66 yuan, consumers just buy the specified package, you can randomly get the toy a. And once consumers have one of the toys, the idea of a complete set will arise, the blind box mechanism gives the toy collection value, whetting the appetite of consumers. Of course, has always loved to play hunger marketing KFC in this time also still continue this marketing routine, the national limited to a total of 880,000 copies, but also triggered consumers to open a mad rush mode.

It is reported that KFC SpongeBob SquarePants toys on the 15th day of the market quickly sold out, many consumers said that they ran a few stores can not buy, and the lucky ones who grabbed the toys have shared their photos on social platforms such as Jitterbug, Little Red Book, microblogging, self-watering communication detonated the sound of the event, further enhancing the intention of the target audience to pluck.

Taking advantage of this wave of enthusiasm, KFC also launched a campaign to win limited edition toys for SpongeBob SquarePants and friends in the form of retweeting lucky draw on the official microblog, and many netizens took the initiative to retweet to win the benefits, which mobilized netizens to participate with enthusiasm and effectively created momentum for the brand.

As a high-frequency consumer product, it is necessary to continuously seize consumers' minds through diversified marketing methods in order to stimulate consumers' desire to buy. KFC aims at young people's personality psychology of having fun and trying new things, and creates SpongeBob SquarePants limited edition toys across the border, which not only greatly attracts consumers' seeding and effectively boosts brand sales, but also further strengthens KFC's young and interesting brand image, and invariably brings the brand closer to the young circle.

In fact, KFC cross-border toy launch has become an important means of brand marketing, almost every new toy can set off a market buzz and rush, and even by the secondary market high price speculation, KFC also won a double harvest of traffic and sales. And this time, KFC's SpongeBob SquarePants toys are not surprisingly popular, what magic is hidden in it?

There is no doubt that the memory of the times is the most effective way to attract specific people. As a classic IP, SpongeBob SquarePants has accompanied several generations to grow up, full of childhood memories and sentiments.

When KFC joins hands with SpongeBob SquarePants to create limited edition toys and bind sentiment to the brand, this wave of sentiment kills the memories of SpongeBob SquarePants' loyal fans growing up, and quickly evokes their emotional resonance, triggering emotional buttons and thus influencing purchasing behavior. At the same time, the sentiment also provides the basis for the product to become popular and helps the brand to create a possible circle.

The reason why KFC SpongeBob SquarePants toys are loved by young people lies to a large extent in the extensible play method set by KFC. For example, the C-position role of SpongeBob SquarePants is similar to KFC's previous big breakout model Koda Duck in terms of gameplay, with its super cute appearance and magical swinging action quickly attracting the eye, and after pulling off the face is a major highlight for the toy.

Numerous netizens created SpongeBob SquarePants for a second time, producing a large amount of UGC content, which triggered a collective crowd and discussion. The spontaneous formation of the secondary fission spread by netizens through continuous fermentation, allowing KFC toy marketing to be more widely spread, and in the process of netizen participation in co-creation, it also deepened consumers' impression of KFC toys.

In terms of consumer attitudes, young people are keen to share interesting shopping experiences on social platforms. For brands to get effective communication in marketing, they can inspire young people to share and spread their enthusiasm by giving their products social currency attributes. Many consumers buy KFC toys and do not focus on how to play, but take photos and share them first to meet their own bragging psychology.

In addition, KFC has captured the consumer psychology of young people who are afraid of not being able to buy, through the form of buying packages to send toys for a limited time to create product scarcity, stimulating consumers to buy the impulse to find ways to get the product.

In fact, from the KFC SpongeBob SquarePants toy can be seen, KFC not only know how to play, but also know how to play with the target audience. With its own strong brand effect in conjunction with the classic IP, the launch of playability and scarcity of both products, multi-directional poke in the hearts of young consumers, so that out of the circle into a logical thing. The continued toy marketing has once again proven the success of KFC's marketing model.