Case study · QSR
Mr D × KFC
Turning Fried Chicken Day into a playable customer experience.
A gamified in-app activation connected engagement, incentives and coupon delivery for KFC on Mr D.
The situation.
Mr D wanted to maximise engagement and sales for KFC during International Fried Chicken Day. The public brief focused on improving coupon redemption, driving incremental sales while protecting average order value, and creating memorable brand engagement.
What Fuse built
Designed custom in-app game mechanics with instant gratification
Created tiered rewards focused on 9-piece buckets to protect average order value
Integrated the experience with existing coupon and ordering systems
Used Braze-powered personalisation and instant reward delivery
What changed
The existing public case study reports a 40% increase in engagement with promotional offers and describes the activation as a replicable, data-driven promotional framework powered by Braze.
Fuse take
Promotions become more valuable when the mechanic itself earns attention. The game, incentive and CRM delivery were designed together rather than bolted onto one another.
Up next
Personalisation built for South African names, including when the campaign could not run.
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