The National Basketball Association (NBA) has extended its multi-year marketing partnership with KFC Philippines, launching a Facebook campaign to kick-off the renewal. The "In the Bucket" campaign will support ongoing in-store efforts involving NBA-themed menus served in more than 200 branches across the country since January.
Launched in 5 April, Ogilvy One developed an app inviting fans to upload pictures of NBA-themed KFC buckets and Fully Loaded Meal boxes filled with things they love about basketball for a chance to win prizes.
People who scored the highest points on Facebook and KFC's score cards will be given a trip for two to watch the 2013 NBA Finals live in the United States.
Associated with the NBA since 2008, KFC marketing director Natalie Perez says the partnership works hand in glove for both brands.
"Many of our loyal customers are great basketball fans and we are extremely excited to be renewing our long-standing partnership with the NBA. Not only do we get a chance to show how much we appreciate our fans' continued patronage, it's also a way for us to celebrate Filipinos' love of the game."
NBA also inked a multi-year marketing partnership deal with Phoenix Petroleum in February in a bid to reach fans and win new followers who live outside Metro Manila with Phoenix's extensive network in the provinces.