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KFC smartly latches onto popular video games

Earlier this year a new installment of the Legend of Zelda was released. The game garnered global appraisal and many people still play it to this day. One of the characters in the game, however, looks very similar to Colonel Sanders (the founder of KFC). And this inspired the fast food chain to create a unique in-game challenge with prices players can win.

The game features an open world allowing players to wander, gather resources, ingredients and cook. For the challenge, called ‘The Recipe Run’, players were instructed to talk to the character, after which they should gather the ingredients and cook the KFC signature dish as fast as possible. Successful attempts were rewarded with real-life chicken, available through the KFC app. They even organized an international tournament with a golden trophy shaped like a chicken leg (worth €11,000). 

This is not the first time KFC has tapped into the gaming demographic. They also added Colonel Sanders to Street Fighter 6. These PR stunts serve as interesting examples in which brands can contribute and incorporate themselves into the (notoriously difficult to please) gaming community. 

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Douwe Knijff

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Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist