It has been 30 years since KFC made its debut in China, and, to celebrate, the American fast-food chain is going digital with the help of Huawei, one of China’s largest electronics brands, which is also marking its 30th anniversary this year.
The two brands will be collaborating to release a limited-edition smartphone. The phone, which will come in KFCs signature red, will have both the KFC and Huawei logos emblazoned on its frame, as well as that historic year of 1987.
But its appearance isn’t the phone’s only unique feature. According to Ad Age, in addition to its tailored exterior, the phone will come with the Chinese KFC app and a new music app. The new addition will allow users to choose the music which plays in KFC restaurants, acting like a 21st-century jukebox.
Neither company has yet announced how much the phone will cost, or where it will be sold. However, some have predicted that when it is released, it will be available via Alibaba’s TMall platform, which KFC already uses for deals on its food.
This is just the latest move for the innovative KFC marketing team in China. Like most major brands operating in the country, KFC offers mobile payment options, its own app, and even mobile games. But in 2016, KFC stepped up its game, by opening a restaurant in Shanghai which is staffed by robots. In addition to digital marketing, KFC has been known to employ some pretty drastic advertising stunts to generate buzz. Take last year, when the brand decided to release a line of nail polishes that made your nails taste like fried chicken.
As the fast food chain continues to grow in China (last quarter saw a 4% increase in sales) we can expect Chinese cities to continue to be the testing ground for new products and brand themes. Just last week KFC opened a new, “healthy” location in Hangzhou, which serves salads, fresh juice and beer as opposed to the standard breaded and fried fare the chain is famous for.
Check out the commercial for the new phone below:
By Emma Abrams
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