What words come to mind when you think of KFC? “Fried chicken,” of course. “Double Down,” perhaps. What about “Social Media in Higher Education?”
KFC is offering a $20,000 college scholarship to a graduating high school senior who can produce the best tweet beginning with, “I should be a #KFCScholar because…” It’s a strategy that shows Col. Sanders’ commitment to education.
Each year, KFC gives away 75 student scholarships and this year, they are looking for the best tweet from a high school senior with a cumulative GPA of 2.75 (or higher). The best tweet will be selected based 40 percent on creativity, 30 percent on need and 30 percent drive.
We’re seeing about 100 tweets an hour with the hashtag #KFCScholar. For a ten-day contest, that equals to over 24,000 tweets. While I’m not a fan of the Double Down sandwhich (ick!), I’m thrilled with this brilliantly simple social media campaign. It engages the appropriate target audience, gives back to the community and promotes free marketing and advertising.
What more could a company ask for in terms of ROI… And what more could a high school senior ask for with an ROI of 140 characters for $20,000?