MediaBuyerPlanner: KFC has launched a campaign geared so directly to kids that adults can’t even hear it. A high frequency tone allegedly heard only by younger segments of the population is embedded in a new KFC television advertisement to introduce the Boneless Variety Bucket.
Viewers who can hear where the sound is placed in the ad will have an opportunity to be among the first to try the Boneless Variety Bucket.
The sound, dubbed the MosquitoTone, is too high pitched for most adults to hear, because most people begin to lose the ability to hear high frequency tones starting at age 20, according to the company.
The first 1,000 viewers who can tell where the tone is during the commercial can log onto a website to win a $10 KFC gift certificate to purchase the new KFC Boneless Variety Bucket.
KFC has a history of experimenting with unusual and sometimes irreverent advertising methods. In 2006 the company launched an ad that, when played slowly in DVR playback mode, revealed a hidden message. The company has also invited American Idol finalists to help them in their advertising efforts, most recently asking Sonjaya Malakar to sport a bowl haircut during this week’s program in exchange for free chicken, $5,000 and a starring role on a KFC commercial.
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