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Creative

Help KFC Call Out Social Media 'Oversharers'

The campaign from McCann Bucharest is showing the oversharers what people think of them

Help KFC Call Out Social Media 'Oversharers'

According to the Urban Dictionary, an “oversharer” is a person who gives way to much information without request.

Now combine this with today’s social media frenzy and you get all that often annoying bragging about how beautiful people's lives are.
 
Given that there is this one thing on the KFC menu that is it not meant to be shared with anyone – Duetos – KFC Romania decided to promote it by launching the 'Stop Oversharing' campaign.
 
So if you have an “oversharer" as a friend, let him or her know that, have a laugh and have a free Duestos!
 
How it works:
1. You upload the overshared content to https://www.kfc.ro/stopoversharing
2. A KFC team of photo re-touchers will transform the images from overshared to hilariously share-worthy ones
3. You get the photo back and you can post it on the social media page of the “oversharer”
4. You get a reward - a voucher for a Duetos

Video tutorial here for all the funny details of the campaign:
 
Monica Eftimie, Chief Marketing Officer KFC Romania, says: “Some things are better left unshared. Much like Duetos - a limited edition offer with two mini chicken wraps that you’re supposed to eat by yourself. The concept of the campaign was based on the same creative idea: raising awareness on the “oversharing” phenomenon and encouraging fans to use the social networks with moderation. All in the KFC voice that everybody in familiar with.”

Here are some of the resulting images:


Creative Agency

Strategic Planner: Madalina Bozeanu

Chief Creative Officer: Catalin Dobre

Group Creative Director: Simona Suman

Executive Creative Director: Ioana Filip

Creative Agency: MRM//McCann Romania

Copywriter: Ioana Munteanu

Art Directors: Alin Sirbu, Miruna Macri, Bianca Urdea, Adriana Savastre

Category: Fast food , Retail and restaurants