Malaysian millennials have a short attention span, and will skip YouTube pre-rolls after the 5-second countdown. Using programmatic technology to create and distribute brand messaging in a millennial-relevant manner, we developed a campaign that ‘clicked’ with the younger generation.
Using data supplied by Google, we create about 10-20 micro videos a week to mirror the top 25 trending videos across 10 categories on YouTube. Over 100 videos were created! We leveraged on the most popular trending video searches like Adele’s Hello, Lee Chong Wei playing against Chen Long, dialogues by Southern Indian star Rajinikanth, cute cat videos, and more. On Facebook, Hot & Cheezy also personally responded with cheesy lines to fans who had nice things to say about the burger on the KFC page. Hot & Cheezy also appeared on Tinder. Matches led to a ‘date’ where big interactive screens allowed the public to chat live with our burger.