Bribe Bucket.
In Call of Duty, players who are downed often plead with their enemy over proximity chat. KFC gave them a bargaining chip: KFC vouchers to bribe their way out of being finished off.
- Brand
- KFC
- Agency
- TBWA\RAAD
- Market
- Saudi Arabia, UAE
- Region
- GCC
- Year
- 2024
The challenge
KFC was already a favourite snack for the region's gamers, but a casual one rather than part of gaming culture. It wanted a real place in Call of Duty, the region's top first-person shooter, without paying for an official in-game placement.
The idea
TBWA\RAAD turned KFC vouchers into in-game currency. Top Call of Duty creators in Saudi Arabia and the UAE received special edition Bribe Buckets in briefcases and showed on their streams how they used the vouchers to escape death. A social film then offered a voucher to anyone who reposted it, and in-store posters, tray mats and gaming cards spread the idea in restaurants.
Results
- 10,000+ hours watched in the first week, three times the viewership of the region's esports finals, according to the Dubai Lynx entry
- Engagement and impressions up 1,400% without paying for an in-game feature, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Media – Use of Digital PlatformsBronze
- Dubai Lynx 2025MediaGrand Prix
- Dubai Lynx 2025Social & Influencer – Innovative Engagement of CommunityBronze
Credits
- Creative agency
- TBWA\RAAD Dubai
- Production
- Power League Gaming
- Production
- Piloto
- Media placement
- Hearts & Science
- Managing Director, TBWA\RAAD
- Joe Lahham
- Executive Creative Director, TBWA\RAAD
- Santiago Cuesta
- Executive Creative Director, TBWA\RAAD
- Frederico Roberto
- Creative Director, TBWA\RAAD
- Rodrigo Scapolan
- Associate Creative Director, TBWA\RAAD
- Ayman Shehade
- Senior Art Director, TBWA\RAAD
- Diogo Seibert
- Art Director, TBWA\RAAD
- Leandro Werneck
- Art Director, TBWA\RAAD
- Saif Rashwan
- Copywriter, TBWA\RAAD
- Farida Abdelaal
- Senior Social Media Manager, TBWA\RAAD
- Ahmed Hamza
- Account Director, TBWA\RAAD
- Richard Rao
- Senior Account Executive, TBWA\RAAD
- George Oghgassian
- Account Executive, TBWA\RAAD
- Layla Adib
- Head of Social and Content, TBWA\RAAD
- Tony Kayouka
- Senior Account Director, TBWA\RAAD
- Hamza Khan
- Senior Social Media Executive, TBWA\RAAD
- Rand Hilal
- Senior Designer, TBWA\RAAD
- Smithesh Krishnan
- Copywriter, TBWA\RAAD
- Sanele Ngubane
- Executive Digital Director, TBWA\RAAD
- Rony Skaf
- Senior Digital Manager, TBWA\RAAD
- Rabih Chehayeb
- Digital Account Executive, TBWA\RAAD
- Karim El Khoury
- Digital Account Executive, TBWA\RAAD
- Diala Toska
- PR & Communication, TBWA\RAAD
- Romy Abdelnour
- Strategy, TBWA\RAAD
- Catherine Bannister
- Strategy, TBWA\RAAD
- Ramez Rahal
- PR & Communication, TBWA\RAAD
- Lea Moufarej
- Traffic, TBWA\RAAD
- Ezzat Habra
- TV Director, Piloto cinema e televisão LTDA
- Rafael Antonelli
- Editor, Piloto cinema e televisão LTDA
- Cris Arbex
- Project Manager, Piloto cinema e televisão LTDA
- Rayssa Bernardi
- Art Director, Piloto cinema e televisão LTDA
- Thiago Biazzoto
- Post-Production Coordinator, Piloto cinema e televisão LTDA
- Alexandre Chalabi
- Finalizer, Piloto cinema e televisão LTDA
- Kevin Crauford
- Project Coordinator, Piloto cinema e televisão LTDA
- Roberta Frederico
- Compositing, Piloto cinema e televisão LTDA
- Victor Further
- Compositing, Piloto cinema e televisão LTDA
- Ivan Franco
- Compositing, Piloto cinema e televisão LTDA
- Ullisses Soare
- Finalizer, Piloto cinema e televisão LTDA
- Lucas Garcia
- Compositing, Piloto cinema e televisão LTDA
- Pedro Lima Junior
- Commercial Director, Piloto cinema e televisão LTDA
- Regina Knapp
- Colorist, Piloto cinema e televisão LTDA
- Gigio Pelosi
- Project Manager, Piloto cinema e televisão LTDA
- Marília Raffaeli
- Executive Production Assistant, Piloto cinema e televisão LTDA
- Willian Sousa
- Executive Producer, Piloto cinema e televisão LTDA
- Natalia Souza
- Junior Motion Designer, Piloto cinema e televisão LTDA
- Alexandre Cardoso
- 3D/Unreal, Piloto cinema e televisão LTDA
- Luís Daher
- 3D/Unreal, Piloto cinema e televisão LTDA
- Isaac Nascimento
- Rigger, Piloto cinema e televisão LTDA
- Antonio Froz
- Social media and influencer management executive, Power League Gaming
- Abdul Rahman Hazem
- Communications Manager, Power League Gaming
- Mustafa Kannas
- Account manager, Power League Gaming
- Pedro Murta
- Account Director, Power League Gaming
- Dennis Slade
