This article was originally published on Warc.com.

The fast food retailer landed the 2nd campaign in the top 100 – an idea which ran in China and was reflective of a body of very successful work in APAC markets. 

KFC, a fast-food brand, strengthened its close relationship to gamers in China by integrating itself in League of Legends. The gamer community is a core audience for KFC, but as the industry continues to grow, KFC needed to go beyond sponsorships to maintain engagement with gamers. It found that during a League of Legends match, gamers must focus on winning, which meant they played with their gut, often incorrectly. KFC used statistics from the game to create an algorithm, Colonel KI, that appeared on the screen at the beginning of each game and during breaks to predict who would win. As a result, KFC gained over 203m viewers by generating 70 minutes of brand exposure per day, four times more than planned.