KFC recently launched a ‘Clean Eating Burger’ in collaboration with Figgy Poppleton-Rice. Or did they?
The video cover image, a close up of the product with a list of the ingredients, was all the information I thought I needed; the “ice cube relish” gave it away for me, but many believed the burger would be featuring on menus soon. It was, however, a ploy to get your attention.
The real message was the launch of the “Dirty Louisiana” burger – complete with fried chicken as you would expect, plus three sauces, two layers of cheese, cucumbers and a hash brown.
Comments on Facebook, of which there were over 96,000, showed a lot of other users were like me and didn’t watch the video. Reactions from consumers were mixed; they ranged from shock that KFC would launch such a product, to complete disbelief. Many humoured those that thought it was real and others stated that they wouldn’t watch it because it looked so unappetising. KFC interacted with comments frequently. To those that had not viewed the video they replied with “If you can’t last the full two minutes there may be a problem…watch until the end.”
This got me thinking two things. Firstly, I was glad I wasn’t the only one that didn’t have the patience to watch a two-minute video. Secondly, was the video not engaging enough or do we all have an attention span that’s getting even shorter?
I’ve now managed to give a full two minutes of my life to the Clean Eating Burger. Personally, I wouldn’t describe the video as particularly engaging. You can watch it here.
It starts with blogger Figgy Poppleton-Rice explaining that she’s collaborated with KFC to develop the Clean Eating Burger. She goes on to make the item; using cauliflower as a bun and filling it with spiralised chicken, kale, unsweetened almond yoghurt and ice cube relish, all served on a chopping board “serving platter”.
If you last until 1:50 you’ll see the blogger’s burger destroyed by a giant board showing the new Dirty Louisiana burger. This product, the one they are actually trying to sell you, gets just 10 seconds of air time, compared to the Clean Eating Burger which gets a full 1:50. The video needs to be really engaging for viewers to get this far.
So did KFC consider that people generally lose concentration after eight seconds (according to Microsoft research), and that 19% of those viewing a video online will click off it within 10 seconds? It seems that whilst our brains are quickly adapting to the fast pace of social media and the inevitable distractions, brand campaigns don’t seem to be: 49% of adverts were 30 seconds long in 2015, meaning our attention span was just 26% of the required length of time we’re supposed to engage.
For the two-minute KFC video, our attention span is only 6.6% of the required length of time. It has to be said though, the engagement with the video has definitely got them the attention they wanted. The three posts from KFC’s Facebook page generated 60,123 shares, 87,600 reactions and 15,665,000 views. The stunt was covered by multiple media outlets including The Sun, Huffington Post, Mirror, Cosmopolitan and PR Week. Most seemed to report confusion, so I’m just not sure if the Dirty Louisana message got through.