KFC’s latest twist on the fast food campaign concept is “Don’t Crack,” a game show special featuring the franchise’s fans, launched in the UK on Wednesday (Sept. 30).
The 30-minute episode shows contestants competing in a series of challenges to prove their devotion to KFC’s fried chicken. The 30 contestants are not hired actors, but respondents to a TV and social campaign that posed the question, “How Much Do You Believe in Chicken?”
More than 50,000 people applied to be on the show, according to a press release.
“We haven’t rented someone else’s audience for this. We’ve put our chicken-obsessive fans on screen, and we’ve given it over 30 minutes rather than ninety seconds, because long-form is what it takes before you genuinely care who wins,” said Monica Silic, chief marketing officer at KFC UK and Ireland, in a release.
