KFC drives in-store visits on Spotify with Cinnabon special

Brief:

KFC wanted to drive in-store visits and awareness of their free Cinnabon Dessert Biscuits offer with a targeted audio campaign.

Solution:

As people listen to Spotify throughout the day, audio ads are a perfect way to let them know when a sweet deal is in store. That’s why KFC leaned into mobile audio ads to reach listeners with a tempting treat: 4 free Cinnabon Dessert Biscuits with the purchase of a 10-piece meal.

KFC wanted to work with a streaming partner to reach their audience with an audio campaign, tied to music. Even better, Spotify ads helped KFC reach the perfect audience with an ad that’s relevant to them. KFC used our language targeting to ensure that their Spanish-language ads reached the right listeners: users who have selected Spanish as their language setting in the Spotify app. And through our partnership with Placed powered by Foursquare, we were able to prove that the ad actually drove a lift in visits to KFC locations.

The brand’s effective mobile audio ads reached listeners who were streaming in moments throughout their day — and the accompanying visual assets teased just how delicious the meal would be. It all amounted to an impactful campaign, using the full power of Spotify’s ad platform, that prompted listeners to go to their local KFC and take advantage of the deal.

Impact:

• KFC’s targeted campaign drove 85,000 visits to KFC locations.
• The incentive for a free Cinnabon dessert helped drive a 17% behavioral lift in store visits.
• This outperformed Placed's benchmark for QSR (Quick Service Restaurants) by 3.4x, proving that relevant targeting drives impact.