As more of us, including children, have access to smart phones and portable devices marketers are embracing the opportunity to target us anywhere, anytime.
The latest effort from KFC is an app which is based on an angry birds like game featuring popcorn chicken characters and the chance to win free snacks and discount coupons.
And according to KFC its primary objective is to “increase consumer awareness of KFC’s snack menu range”. This comes at a time when Australia’s obesity statistics are high and most of us would be better off if we didn’t snack!
The Advertising Standards Board has dismissed several complaints, including one from Junkbusters, that the app is advertising junk food to children under 14 years. The main reason the ad was dismissed is that although the simple game would appeal to children, they are not the primary audience. This is a failing in these voluntary codes which require ads to be “primarily directed to children”.
Interestingly, in considering the visuals of the game, the Board said that children under 14 are unlikely to be particularly aware that the man in the game is Colonel Sanders. Given that his face is on signs outside stores, on all the boxes of chicken and all over our television screens during cricket broadcasts, we think it unlikely children under 14 are not aware that the Colonel’s face equals KFC fried chicken.
What do you think?
Read the case report here.