Dive Brief:
- KFC is selling an "internet escape pod" to help people find sanctuary from the madness of Cyber Monday shopping. They're available on the brand's e-commerce website, KFC Ltd., and cost $10,000 — a price discounted, in the spirit of the sales day, from $96,485.34, the brand said.
- The dome-shape pod is constructed of steel and stainless steel mesh, with dimensions of 7' x 7' x 6' 6". It's straddled by a representation of brand icon Colonel Sanders that's made of 8-pound high-density architectural foam and enamel paint. Assembly and installation service is included in the price.
- The product description suggests that the pod will genuinely be able to block outside signals trying to reach smartphones or other devices, although the brand can't guarantee it's a fool-proof solution. "In case you haven't noticed, our specialty is fried chicken, not internet-blocking cages," the product description reads.
Escape from Cyber Monday with our one-of-a-kind Internet Escape Pod. Let Colonel Sanders and his protective dome help take you back to a simpler, internet-free time. https://t.co/3oIcv6NDtY pic.twitter.com/6sYqmMv7TZ
— KFC (@kfc) November 16, 2017
Dive Insight:
While the $10,000 price tag is steep, this isn't KFC's first foray into e-commerce offerings that fall a little outside the brand's typical budget range. In July, with the launch of KFC Ltd., it sold a single, 400-year-old meteorite carved to look like its Zinger sandwich for $20,000.
Just as that item helped drum up early interest for KFC Ltd., the internet escape pod does a clever job of poking fun at the often overwhelming nature of Cyber Monday, which has quickly won over the attention and spending of deal-hunters who want to avoid the brick-and-mortar chaos of its sister sales day, Black Friday. KFC, while ribbing Cyber Monday madness by taking people back to the days without the internet, is also capitalizing on it by offering a 'discount' and selling the pod exclusively online.
Beyond these pointedly gimmicky items, KFC Ltd. also offers more affordable branded merchandise like T-shirts and sweatshirts. It's not the only marketer in the quick-serve or food category that's eyed this strategy to generate extra revenue from dedicated fans who want to rep their favorite brand.
Taco Bell, which, like KFC, is owned by Yum Brands, recently launched a clothing line in partnership with the fast-fashion retailer Forever 21. Around this time last year, Frito-Lay's Cheetos also introduced a holiday catalog that included hot pants, lounge chairs and even a $20,000 piece of jewelry.
With its latest play, KFC continues a run of quirky marketing efforts this year that's included turning Col. Sanders into the lead in a romance novella for Mother's Day and making the mascot a playable character in the "WWE 2K18" video game.
