Analysis of KFC’s “Crazy Thursday” Based on SWOT Method
DOI:
https://doi.org/10.54691/bcpbm.v43i.4628Keywords:
KFC; WOM; Marketing Campaign.Abstract
"Crazy Thursday" is a marketing campaign launched by the global fast-food chain company KFC in 2018 in mainland China. In early 2022, this campaign went viral on Chinese social media and gained success and the employment of the eWOM strategy played an important role in it. The purpose of the study was to explore whether the WOM method is useful in online advertising, and how it works, and provide its reference value to other companies. This paper employed qualitative methods and SWOT analysis to have an in-depth study on KFC's "Crazy Thursday" marketing campaign. It concluded that its property of being easily remembered and spread, the substantial discount on several items, and the interaction with young netizens are beneficial to the eWOM and consumers' purchase intention. The limited select range of discount items and its bundling strategy, the fierce competition from other fast-food chains may cause a negative result. WOM and eWOM can make big difference in consumers' attitudes and purchase intentions. Thus, fast-chain companies should pay more attention to WOM, especially eWOM, to keep up with Internet trends and increase their interaction with netizens.
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