The most copied chicken
recipe on YouTube. Turned
into free original KFC.
KFC’s Original Recipe was famous around the world, but in Spain we still needed more people to try it. The funny thing was that, while some people didn’t know the real product, thousands of others were already trying to copy it at home. YouTube was full of amateur videos promising to recreate the Colonel’s secret recipe. So instead of fighting the copies, KFC rewarded them. We created KFCopypaste, a platform where people could copy the URL of any KFC copycat recipe video, paste it into our website and turn that link into a coupon for real Original Recipe chicken tenders. A neural network connected to YouTube’s API identified the videos and generated unique promotional codes. The fake recipes became the media plan. The copies became invitations. And the best way to prove the original was letting people trade the internet’s imitations for the real thing.