Tranparency in viral campaigns is necessary, but posting step-by-step instructions on your Web site might turn transparent into bold print. KFC said there's a hidden code in its commercial airing during the Olympics, NASCAR and select shows. Discovery of the code redeems a $1.00 KFC gift check to try a Snacker sandwich. Viewers will have to play the commercial frame-by-frame to break the code.
The Easter egg plant in its commercial gains KFC Kudos. However the company sketched out its plans a little too much. People are directed to KFC's Web site to view the commercial and for directions on how to reveal the secret code. Is this trying a little too hard to capture a viral buzz? It's also just a matter of time before the code is posted throughout the Web for easy redemption.
Introducing SES Online
Want to view one of the sessions you missed or listen to an especially informative presenter a second time? SES New York sessions are available for purchase on ClickZ Academy's new e-Learning site. SES is now Online!