Instead of goading people into creating videos for the company, KFC started from the other end and scoured YouTube for clips it then compiled into a spot.
USA Today: "On Tuesday on American Idol, KFC will air an ad built from snippets of consumers' Web videos. The ad, called "Celebration," shows people pumping fists, flipping, jumping and generally going bonkers, ostensibly for the chain's new menu of chicken with no trans fats.
KFC evaluated 400 videos and got approval to use 35, before making the final cut to clips from 13 people, including a vegetarian." See the video.
Online Celebrities in Ad Campaigns
KFC Claims Secret-Message Ad Successful
ABC Rejects KFC Ad As Subliminal