May 2, 2008 6:05 AM, PROMO Xtra, By Amy Johannes

KFC Hidden Image Pushes Snacker Products

KFC is awarding sharp-eyed viewers who spot its hidden image with a free Snackers coupon.

KFC is once again using subliminal messaging in its advertising to boost interest in its brand. This time, the message won’t just past below the normal limits of perception, people are being asked to seek it out for chance to receive a free Snacker sandwich.

A special image is hidden inside the latest TV spot promoting the Snackers. The first 1,000 people who spot the image and fill out the form at http://www.kfc.com/snacker/ will receive a coupon for a free sandwich.

KFC is keeping mum on any clues that might help eagle-eyed viewers, but offers five choices as possible descriptors: the Colonel, KFC bucket, four quarters, dollar bill or the state of Kentucky. The offers runs through May 3.

The prize includes one of four varieties of the 99-cent Snacker—Buffalo, Ultimate Cheese, Honey BBQ and Crispy.

Online marketing, P-O-P displays and PR support the campaign. DraftFCB handles advertising and Weber Shandwick is in charge of PR.

This latest promotion is just one KFC has launched using hidden messaging. In 2006, the company hid a code in its TV spot promoting its Buffalo Snacker (Promo Xtra, Feb. 28, 2006).

And last January, KFC asked people to spot the difference in another Buffalo Snacker ad tied to the “American Idol” premiere. Those people also had a chance to win a coupon for the product.

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