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.
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