KFC is stepping up the reinvention of its loyalty programme with the launch of ‘Pinballer’, a new game in its ‘Rewards Arcade’ gamified loyalty experience.
Devised in partnership with RAPP UK, the immersive, interactive gameplay will offer fans of the restaurant the chance to win free menu items, including six-piece bargain buckets, burgers, wraps and popcorn chicken.
Built using the ‘Unreal Engine’ the new game is a reimagination of an arcade classic created in CGI, using classic pinball-inspired elements set in a realistic urban environment.
“The Rewards Arcade has helped transform loyalty for KFC, with more customers engaging with the brand and coming back for more chicken. Our inhouse team had a lot of fun working on this,” RAPP UK chief creative officer, Al Mackie said.
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“From testing the physics of the ball’s journey around the table to crafting all of the game journeys to supercharge the customer experience. It’s great to see it come to life and even better if you win.”
KFC’s gamified Rewards Arcade initially launched last autumn with ‘Hammer Time’, a new twist on the time-honoured ‘high striker’ fairground game in which players hit a bell as hard as they can to win prizes.
KFC marketing lead – customer growth, Aislinn Campbell added: “The brand new Pinballer game in the KFC Rewards Arcade is a testament to the great collaboration between KFC and the whole RAPP team, creating a truly immersive and distinctive experience for our customers that we know they are going to love. Experiences like this are so important on our journey to becoming digital-first as a brand”.
