Often perceived as old-fashioned and traditional, KFC needed a buzz-worthy campaign to increase online engagement. With a shoestring budget of only $15,000, the campaign needed to work hard in order to break through.

For the last few years, people have been interested in Bitcoin. But where do they spend it all? Marrying crispy fried chicken with the digital cryptocurrency, KFC and Grip began to sell buckets for Bitcoin as part of a unique campaign. A Facebook Live tracker showed the standing price for the KFC bucket of chicken, which fluctuated in price along with that of Bitcoin.

Fans went nuts, creating crypto-chicken memes and interacting with KFC through social comments. The brand earned 6.6 billion media impressions, receiving coverage from over 200 media outlets. Not only that. It sold out of Bitcoin Buckets, every single day. And in just two weeks, KFC went from ‘old-fashioned’ to being on the cusp of the future of digital transactions.