#48: KFC Philippines Uses Instagram AI to Power UGC Challenge

In This Article

Around the Block…

• Blockchain / NFTs: Manchester United

• AI: KFC

• AR / VR: Dior / Harrod’s, Universal Parks, Wenu Eat

• Gaming / Metaverse: Lamborghini

• Roblox: Adidas / Al-Nassr

Chain Reactions!

• KFC’s Clever AI Activation

• Merging Fantasy Sports with NFTs

Around the Block…

Blockchain / NFTs

• Manchester United: Launches ‘Fantasy United’ NFT Card Game

  • The English soccer club has launched an NFT-based fantasy sports game prior to the start of its 24/25 season. To play, participants must purchase €3 NFT packs, minted to the Tezos blockchain, that include 7 digital trading cards of varying rarities featuring the club’s current players. Prior to each match, participants must select a lineup of 5 players from their NFT cards; each card then racks up points based on the players' IRL in-match performance. The game encourages players to set up mini-leagues with friends, allowing them to climb the leaderboard for bragging rights and a shot at prizes.

  • Source: Manchester United (Fantasy United) / Manchester United

AI

• KFC: Hosts Snack Creator Competition in Using AI Stickers on IG

  • KFC Philippines hosted the ‘Crave Generator’ challenge on Instagram, where the public could design their very own snack using the AI sticker functionality within Instagram Stories. Participants could create their very own snack via text prompt in the Instagram app, then post it to their story with #KFCInternationalFriedChickenDay to enter. KFC chose their top 11 entries to bring to life as real creations (items were not made for sale).

  • Source: Instagram (KFC Philippines) - 1 / Instagram (KFC Philippines) - 2 / Trendwatching

AR / VR

• Dior: Brings Harrod’s Pop-Up Location to Life with Snap AR

  • Dior is hosting a pop-up shop at London’s famous Harrod’s department store until August 25th. In addition to showcasing the brand’s iconic products, they’ve partnered with AR company Atomic Digital Design to create an augmented experience using Snap technology to digitally take over the exterior of the store and showcase Dior’s handbags through interactive lenses.

  • Source: LinkedIn (Atomic Digital Design) / Fashion United

• Universal Parks: Using AR to Give Peek into Upcoming Theme Park

  • Universal is leveraging augmented reality to give a sneak peek into its future ‘Epic Universe’ theme park, which is planned to open in Orlando in 2025. Visitors to the theme park’s Preview Center at Universal CityWalk Orlando can use the Center’s app to overlay an augmented scene onto a physical model of the future Harry Potter world to bring the scene to life and uncover more details of what is to come.

  • Source: Universal Parks News Today / LinkedIn (Atomic Digital Design)

• Wenu Eat: Brings Food Ordering to Life with AR in Toronto Park

  • Home-cooked meal app Wenu Eat has partnered with Toronto’s Trinity Bellwoods Park and DoorDash to bring parkgoers an interactive food ordering experience. Visitors can scan QR codes placed around the park to open the ELYSIUM app and see food options floating around them in 3D. They can then place an order for delivery to the park. The experience will be live on Saturdays and Sundays through August.

  • Source: Streets of Toronto / LinkedIn (Atomic Digital Design) / ELYSIUM

Gaming / Metaverse

• Lamborghini: Returns to Popular PUBG Mobile Game

  • Lamborghini has refreshed its collaboration with PUBG (Player Unknown’s Battlegrounds) Mobile game as part of the app’s latest update. The collaboration brings new and returning Lamborghini vehicles and skins to the game. Players can participate in the ‘Speed Drift’ event from July 19th through September 10th, where they can earn medals to trade in for digital car models within the game.

  • Source: PUBG / esports.net

Roblox

• Adidas: Releases 2024/2025 Al-Nassr Home Kits on Roblox

  • The Saudi Arabian soccer club’s home jerseys are now available for purchase in Roblox through Adidas’ Outfit Creator on platform experience. Adidas had previously rolled out Manchester United’s jersey through the experience last month.

  • Source: Roblox (Adidas Outfit Creator)

Chain Reactions!

• KFC’s Clever AI Activation

  • I love how KFC Philippines used existing technology to create an interactive contest that generated UGC and organic mentions. The use of Instagram’s existing AI text-to-sticker functionality was a great way to encourage user creativity while ensuring a low barrier to entry and a light tech build for the contest’s creators. The contest was promoted on Instagram, where users could participate in that moment, which is a great example of an activation with low friction!

• Merging Fantasy Sports with NFTs

  • Sports have been a driving industry in the branded NFT space over the past few years, linked through sponsor partnerships with crypto marketplaces, team NFT collections, and in-game point-based contests. With fantasy sports being huge, it will be interesting to see if Manchester United gets momentum for its new Fantasy NFT game.

  • While Manchester United’s game focuses on their team only, on a broader scale, NFTs offer unique mechanics for fantasy games, bringing a level of player ownership to the experience (which may add more drawbacks than benefits). Tech company Sorare has created a platform for NFT-based fantasy leagues and has already partnered with the NBA, MLB, La Liga, and the English Premier League. Time will tell if Sorare can stick around and capture some of the existing and established fantasy market share.

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