How do you revitalise KFC’s Drive-thrus? They’ve been declining for years – and the fact that driving in some of their twists and turns is nearly impossible has been exacerbating the problem.
PS21 decided to turn a problem into an asset. PS21 and KFC collaborated with Xbox to transform KFC Auto’s real-life drive-thru layouts into a challenging virtual racing track inside Forza Horizon 5, the most popular racing game in Xbox series X.
Using satellite imagery and topographic data, the team recreated the 15 most complex turns from KFC locations in cities like Madrid, Alicante, and Barcelona. Over 15,000 gamers around the world took on the challenge of conquering on of the toughest challenges in FH5.
The campaign, that merged gaming and real-world data, proved to be a viral success, becoming the most played track in the game during its launch period. It reached 72 million impressions, and most notably, contributed to a +700% increase in KFC drive-thru orders in Spain.
