After a 5-month hiatus, football is back on in France. To celebrate the return of the Champions League on August 12 and, more specifically, Paris Saint-Germain’s first game back, KFC and agency, Sid Lee, issued a challenge to all online players, The Match Before the Match.

“While few could have foreseen the spectacular outcome – two very last-minute goals that sent PSG to the semi-finals – we invited users to give it a shot one week before the match,” Sid Lee explained.

One week before the official Atalanta v PSG match, the partners tweeted the challenge, reaching 2.8 million users, inviting gamers on Twitch to pit the teams together on FIFA. For seven days, gamers played out their predictions and shared them with KFC on Twitter via the hashtag, #lematchavantlematch.

On the day of the match, gamers gathered to watch the real showdown and find out who had the closest outcome. During the live show, KFC and its agency Sid Lee set up a war room to analyse and compare the games of the players against the official match in real-time. The winner, who predicted PSG’s victory with a score of 2-1, was offered KFC deliveries for himself and his friends during each of the remaining championship games.

“The operation, which ran from August 5 through the 12, anchors KFC even more deeply in pop culture. Using Twitch, FIFA, and UEFA, the brand succeeded in reaching its core consumers – millennials and gen Z – and establish KFC as a game-day ritual, online and off,” Sid Lee added.

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