David Reviews

 Biting the hand that feeds us since 2002.

PLAYING CHICKEN WITH KFC.

KFC aim to bring couch gaming back to the fore with an online campaign pitting some of the UK’s top gamers and grime artists against one another. So what’s led the fast food giant to turn matchmaker?

The rise of online gaming has threatened to leave good old fashioned ‘couch co-op’ behind. According to BBH’s data miners, over thirty-million gamers play on their own. It’s something of a misnomer; broadband and headsets mean players are in conversation with friends and strangers from all over the globe. Still, it’s a far cry from bringing controllers round your mate’s house for some friendly (ish) competition.

A gamer's paradise.  

To demonstrate, YouTube gamers Ali-A, Clare Siobhan, miniminter, and JMX take on grime acts Big Nastie, P Money, Novelist, and D Double E at the likes of Pro Evolution Soccer and Tekken 7 in a specially-built 'arena'.

The accompanying highlights reel shows the competitors treated to a gamer’s dream: a customized ‘Colonel’s Couch’ complete with bucket holders, refillable drinks, chip trays, speakers, reactive lights, and wet wipe dispensers. After all, everyone wants a clean victory.


And the grand prize? A lifetime’s supply of KFC. To think inputting your initials (rude or otherwise) on the high score screen used to be the Holy Grail.


It’s reassuring to see that even when doing a live stream event, it’s still high level production values, preparation, and craft that makes it a success.

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The brand has tapped into the popularity of Let’s Play and live streaming by hosting the event on Twitch and Facebook Live. The live stream reached around 2.7 million viewers, which is a high score in anyone’s book.

BBH Creative Director Hamish Pinnell believes content such as this is organised fun in the best possible way. He says: “It’s reassuring to see that even when doing a live stream event, it’s still high level production values, preparation, and craft that makes it a success. Keep an eye out for the next one.”

Graphical leaps mean splitting the action poses new challenges.  

Will it help inspire a couch gaming renaissance? Gamers raised on the likes of GoldenEye 007 and Halo have noticed a recent decline in split-screen functionality, with the latter’s most recent entry omitting it for technical reasons.

However, the desire for couch gaming remains strong with fighting, sports, and retro-influenced games scratching the itch. KFC believes there should always be a tangible aspect to playing with friends, and this light-hearted piece of work provides food for thought… with an extra emphasis on food.

Stories

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FREEFOLK BECOME NEW YORK FOLK

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MICHAEL LAWRENCE JOINS WANDA LONDON

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BORJA LÓPEZ DÍAZ HAS A VISION

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Stories

David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.