Yum! China

Lynn Zhang - Director Jetty Zhu - Manager Clare Zhang - Director

Mindshare Shanghai *Lead Agency

Bolin Wang - MD Carey Wang - GM Yi Liu - GM Stanley Tao - Partner Erika Lin - Director Kathy Ren - Manager Jessia Zhu - Supervisor

As the world’s most popular eSports event, League of Legends draws interest from brands around the world, looking to tap into its valuable IP. As one of its 16 sponsors, KFC needed to find a way to deliver ROI, despite not being the key event sponsor. To do this, KFC identified and delivered on gamers needs – the ability to predict match winners in real time – ensuring that KFC delivered 70 minutes of brand exposure as the focal point of our target audience, for 1/5 of the investment.