Battlestar Galactica's Frak Pack Pays Off For KFCS

We may have made fun of it at the time, but KFC's sponsorship of the final episodes of Battlestar Galactica was successful enough to convince a lot of you that Colonel Sanders wasn't as bad as you thought. Frakking mind-control.

Studies show that the KFC/BSG teaming was much more successful than normal advertising, both for the chicken shack and the show: Brand recall for the "hybrid branding" spots was at 103% of the norm, with KFC scoring 82% likability as a result, while Galactica's audience proved 29% more loyal as a result. It gets weirder; of the BSG fans who participated in the KFC-sponsored online activities like the "Hear The Fans" feedback forum or "Cheer The Fans"' embeddable video clips found themselves 23% more likely to eat at KFC as a result of the sponsorship. SciFi's VP of strategic marketing, Shari Weisenberg, is happy with the results of the sponsorship:

It was a good match... Battlestar Galactica has a deep, loyal fan base, which we know would engage both online and on-air. KFC saw it as a means to get new customers.

While SciFi can't point to specific KFC sales figures, they know that over 100,000 KFC coupons were downloaded during the promotion with "intent to buy." I wonder if this means we'll see more of this kind of crossmarketing in future on the soon-to-be SyFy, and less awkward deodorant plotlines in our favorite shows.

Sci Fi's 'Battlestar Galactica' Promotion Scored For KFC [Multichannel]