KFC might be plucked from the Super Bowl

The famous Super Bowl commercials are now priced up to $2.67 million dollars for the 2008 game.  The price tag, however, still hasn't stopped the many companies who continue to draw viewers to the game.  KFC might not be one of the companies who can afford $2.67 million for a 30-second spot but that hasn't stopped them from trying to get their name in the headlines. 

For the 2008 Patriots v. Giants game KFC will be opening their new Hot Wings promotion by including the players themselves, or at least trying to.  They have agreed to donate $260,000 (the cost of three seconds air time during the Super Bowl) to the Colonel's Scholars in the name of the player or performer who does the chicken dance in the end zone.  

Even with this unique marketing and great cause, KFC is finding it hard to recruit a participant.  Because KFC is not a sponsor for the teams or the league, players could be fined for participating.  As of Janurary 29th no player had yet to agree to the chicken dance.  

 

As the NFL spokesperson, Brian McCarthy has shown the joint feelings toward the promotion, "It's ambush marketing, trying to affiliate yourself with the biggest sporting event." While Rick Maynard, KFC's spokesperson for the hot wings promo has stated, "we haven't heard from the NFL and we are committed to being respectful of the property and rights of others.  We would never intentionally ruffle any feather."

 

I understand that the NFL has certain rules and regulations for sponsors etc. but I hope that someone at least participates to make this promotion successful.  It's a creative idea that KFC should get more than negative credit for. 

 

Read the full article at Advertising Age.