Eat Play Win Repeat
- Brand
- KFC
- Year
- 2023
- Objective
- Product Launch
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Social
- Agency
- Wemake
Objective
KFC Israel needed to launch its new delivery service and get people talking about it on social media, where its audience already spends their scrolling time. Rather than run standard ads, the brand wanted a piece of playable content people would return to on their own, echoing the campaign line "Eat Play Win Repeat." Agency wemake built an Instagram AR filter to carry that job.
Solution
Open Instagram, scan the QR code or tap into the filter, and the camera drops you behind a KFC delivery rider on a scooter. You steer left and right to swerve around obstacles in the street while scooping up KFC orders that appear in your path. Every near-miss and every order collected keeps the run going; clip an obstacle and the session ends, sending you back to try and beat your last run. It's a quick, self-contained round built for exactly the few seconds someone spends on a Story before swiping away — or staying to go again.
- 1
The game opens from a QR code that launches a branded AR camera effect inside Instagram, presented in vertical stories format with KFC identity and the campaign line "EAT PLAY WIN REPEAT."
- 2
A side-scrolling runner begins: the player controls a delivery courier riding a scooter down the road.
- 3
The core action is steering the courier clear of obstacles in the road; hitting one ends the run.
- 4
While riding, the player picks up KFC order items scattered along the route, including buckets, burgers, and pieces of chicken.
- 5
Runs are short and meant to be replayed and shared to Instagram stories, matching the "eat, play, win, repeat" cycle the campaign promotes.
