KFC KICKS OFF 'REALITY TV' AD CONTEST

Consumers Get Chance to Create Commercial

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CHICAGO (AdAge.com) -- Even as KFC is in the middle of an agency shootout for its advertising account, the fast-food chain is asking its consumers to pitch in on ad duties.

The Yum Brands chicken chain is giving

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consumers a chance to create their own "reality TV" commercials to promote KFC's popcorn chicken. It would be the chain's first attempt at reality TV spots, a spokeswoman said.

Top the current ad
The contest asks consumers to top an existing KFC ad that broke Sept. 1. That spot shows a man in a reclining chair tossing a piece of chicken in front of him that is then volleyed into his mouth by a giant fan. A second spot shows a person tossing chicken pieces from a city rooftop.

In addition to having their commercial aired "as is" in prime time in October, contest winners will receive $10,000, and two runners-up win $5,000. Participants must turn in their commercials by Sept. 23. KFC is backing the effort with a KFC Bigger, Better Fan Club sweepstakes at its Web site, www.kfc.com, where those who register are automatically entered for a chance to win a trip for two to the 2004 Super Bowl XXXVIII in Houston.

BBDO, FCB
This effort is separate from the agency review, which continues this week between Omnicom Group's BBDO Worldwide, New York, the incumbent, and Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago, which handles Yum sibling Taco Bell.

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