KFC is getting ready to launch a full scale attack on bones! The "viral" machine they are hoping to ride on? I Ate The Bones! + a large scale ad campaign on boneless chicken.
Ads will feature the tag line I Ate The Bones and KFC was wise enough to run with that tag line on the web as well. A special website has been built on the IAteTheBones.com domain name to continue the companies message online. KFC registered the domain names in .com, .net, .org and .biz TLD's and used domain name registrar Network Solution. The domain names were registered on 2/12/13 and the website was launched shortly after.
The website currently has a countdown clock on it and will fully launch on 4/14/13. There is actually more than just a countdown clock on the site, but that is front and center for now.
Interestingly enough, KFC didn't simply just register the .net domain name IAteTheBones.net and do nothing with it, they built a mirrored site of the .com? I'm not exactly sure why they did the site that way, as it doesn't seem to be a masked forward to the .com, or simply a redirect. The site is exactly the same, so IMO, the forward to the .com would have been enough.
IAteTheBones.org and .biz do not resolve at the time of this article. Again, a forward/redirect to the .com website would be wise… just in case.
I'm sure Twitter and Facebook will also be heavily used to promote and in fact it already is. The wait is almost over ads are already running. #TeamBoneless is being used and I'm sure more.
I have yet to see the ads and what does my gut tell me about this future ad campaign?
It's boneless chicken! Not something "totally new" but it appears KFC is going to make a really hard push that it is "new"! It will still be fried, so health questions will still be a concern. Price is always a challenge and anytime my family visits KFC, there are at least 20 reasons I should question myself if or when we should go back. It often costs my family of 3 about $20, which isn't the worst but not the best either. Since I can't eat the "skin", aka the good part, due to health reasons (recently removed gallbladder), I rarely eat fried chicken or fried, fatty anything. Grilled/baked chicken I eat more often.
Basically, I see the move from KFC as a large scale push on a bigger chicken strip!
It will be a hard sell because boneless is nice but not something totally new. Fried chicken is still fried chicken. Dogs still shouldn't eat chicken bones, because the famous drumstick will still be offered and popular, with a bone! It's the most fun and easiest to eat…. and the I think the bone as something to do with that.
Small tid bits…. KFC didn't bother registering the domain name IAteTheBone.com (singular) and likely should have. I'm sure it will get some traffic, but not that much. It's also one of those terms that may be better attached to the adult industry or as a dog toy site
IAteTheBones.com if you are interested in visiting the website.