KFC launches ‘Bucket. Why Not?’ Australian live music series with Rudimental

Fast food company KFC extended its ‘Bucket. Why Not’ TV and social media campaign to a live music series.

It launched yesterday with a show by British group Rudimental at Sydney’s Bondi Beach before 250 fans.

The series, in partnership with creative agency BRiNG, takes the approach of being suddenly announced to augment the “in the moment” experience.

In Rudimental’s case, the band posted a video on its Facebook page urging fans to get down to the KFC outlet in Bondi Junction by 1pm.

The fans had no idea what to expect until private transport took them to the Bondi Icebergs pool.

Band member Mark Crown led fans down into the emptied pool with a trumpet chorus.

The subsequent gig was broadcast live on Facebook.

Said Angela Richards, CMO of KFC: “We’re incredibly excited to launch our first music event with world-class music act Rudimental.

“It marks a first for KFC as we enter new territory and reward fans who are bold enough to say Bucket. Why Not? in the spirit of seizing the moment,

“KFC is very excited to uncover more surprise events to allow fans to live this mantra with us.”

BRING is affiliated with Universal Music Group.

Its creative director James Griffiths, who led the strategy and creative behind the series, pointed out “With no credentials in music here in Australia, it was important that we did something massive to really make a splash and assert KFC’s position in the cluttered music space in a way that would resonate with fans.

“And what better way to do it than by bringing Rudimental, the biggest name in drum and bass, a band known for their free-spirited nature, to one of Australia’s most famous backdrops, with a world-first live gig in the pool”

No more details were available on what acts would feature in future shows under the banner, except it would be original and in-the-moment and “planned for those that are ready to take the leap of faith.”

Fans are encouraged to sign up on the KFC website.

The project also included KFC’s retained agency, Ogilvy who got Australians talking through socials and a PR campaign as well as via a partnership with MTV to amplify the reach.