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Notice the air of irony that’s surrounding this whole movement. KFC’s approach with campy Instagram models posing like dramatized Grindr profiles or a steamy romance novella set during Victorian England are all part of reviving the Colonel into the internet era as they put it, KFC is trying to “make the Colonel a part of pop culture”. Clean got a brand new CGI look and a handful of horny fans off the internet. Chiseling a well-known brand mascot into a Michelangelo sculpture is nothing original the Quaker bar dude got some shoulder pads and a fresh haircut in 2012 while Mr. The Sexy Hunk…… Colonel?Ĭolonel Sanders is only a part of KFC’s bigger marketing project to re-imagine the classic colonel for the modern audience. The player then must win the heart of the legendary Colonel as they engage in food battles with rivals, encounter monsters, and maybe create a brand new KFC menu that you can go grab at your local Kentucky Fried Chicken store right now. The player controls an ambiguously gendered protagonist (called “they” once in the entire game) who enrolls in a three-day culinary college only to fall in mad love with the titular character.
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I Love You, Colonel Sanders! A Finger Lickin’ Good Dating Simulator is a 2019 dating sim advergame developed by Psyop and published on Steam for free. KFC has extensively used the persona of Colonel Sanders in many of their marketing projects, not just in social media: from DC Comics collaborations to wine mom romance novellas to… a dating sim. The sole fact that KFC is using a human being who once existed in this world and was a vital part of the company’s branding has given them an upper edge on marketing they just had to translate the pre-established PSI (parasocial interaction) to the world of social media. Given a humanoid brand symbol whose famous image of hard work and hospitality has been forever engraved in the brains of the masses, KFC already stands at an immediate advantage. Openness is not just revealing information about your brand it can go as far as “breaking the fourth wall”, crumbling the veil of marketing for an instant to show your “true” intentions to develop trust. Perceived interactivity is “dependent on the user’s perception of taking part in a two-way communication with a mediated persona”.
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In her article “Fostering Consumer-Brand Relationships in Social Media Environments: The Role of Parasocial Interaction”, Lauren Labrecque of the University of Rhode Island pinpoints two aspects of parasocial interaction to be vital to the success of social media marketing: perceived interactivity and openness in communication.
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What was a “low-cost marketing tool” for a company now was their main brand image- the gentle southern gentleman became endearing for many after multiple successful TV adverts, and with the new digital age rolling in KFC slowly began to realize the full potential of this new thing called social media marketing. The Good ol’ Colonel, ingrained deep into our subconscious as the Chicken Man With the magic of the internet, baseless rumors, and KFC’s ruthless marketing schemes to sell the “southern hospitality” that their chickens and mashed potatoes somehow represent, a character was born – an old, slightly chubby man in a white suit, wearing a dapper black string tie, smiling wide and repeating “finger lickin’ good” in a thick Southern accent, now christened Colonel Sanders, about a billion miles away from the actual person Harland. He played up his old Kentucky Colonel title to its limit, strategically dressing up in a white suit and a string tie while growing a goatee and bleaching it white.
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He found out his skill in the culinary industry in the latter half of his life and only figured out how to make money out of it much later on.Ĭolonel Sanders was also, in all due respects, a businessman. However, there is an important thing to go over before labeling his tale as a ground-up, self-success story as Colonel himself put it over his two autobiographies, his tale is more about self-discovery. He lived a life of relative poverty after his father died when he was only five years old. In all respects, Harland David Sanders was the definition of self-made success – no matter how much that word is abused by millionaires to sell their story.