The KFC Buckethead Army
The Poms have their Barmy Army so we created The HCG Buckethead Army and invited Australian to join and support their country at the Magellan Ashes and later in the cricket season, the KFC Big Bash league.
The campaign comprised of TV and online content, PR, social, creative outdoor projections and murals and a digital microsite.
On social, those enrolled in The HCG Buckethead Army were tasked with ‘mini-missions’ to create user-generated content and spread the word of the campaign through Facebook and Instagram.
In addition, the campaign saw the launch of ‘Gary Bot’ – an interactive Facebook bot. Gary Bot gave Facebook Buckethead Army members surprise and delight moments, trivia, jokes and alert people when the ‘bang your bucket’ game was live to win prizes during cricket games.
Awards: Bronze Effie, Restaurants 2019.