KFC had just introduced their new Fiery Grilled Chicken, and wanted to take it digital in a trail blazing way — our task was to simply highlight the hot new fiery treat on the menu. We called upon augmented reality, an interactive media tool, to burn up the floor! We used Facebook as the medium to interact with consumers and gave the app a red-hot name — ‘Set Yourself on Fire,’ quite literally. All users had to do was allow the application to use their webcams, focus their faces to it, and the app detected movement and virtually set them ablaze! Users could even upload their flaming shots for people to see on their Facebook page. The campaign received 20,000 entries once completed and 'Fiery Grilled' branded hot on the minds of consumers.