Why is KFC’s social death event so popular?

KFC’s social death event is coming!

In the past two days, KFC followed up on the "What is Happy Planet" joke and launched a half-price bucket event. The planning + execution speed is amazing!

KFC Grandpa sang rap hahahaha

A closer look reveals that things are not that simple. There is a small giveaway event:

As long as you sing "What is Happy Planet" loudly in the store or wave your hands above your head for 3 seconds, you can get a piece of finger-licking original chicken!

Then some netizens said that this wave is not worth playing.

What is What is Happy Planet?

In April this year, a rap cover by a certain music expert @哦吼小闪电 became popular.

Then the original video was dug out, which was a rap sung by the protagonist Ma Jiaqi in the childhood hit children's science fiction film "Happy Planet 5".

The rhythm seems to be right but also wrong, and the lyrics are so brainwashing that you can't forget them after listening to them!

What is a flower shaker?

It was originally a basic dance move. A few energetic young men on Kuaishou danced while saying "Don't love me, there will be no result, unless you shake your hands over me." It evolved into a rustic social dance and triggered imitation by the whole nation.

See how fast the flower hand can shake

The New Pants Band, the lead singer waved his hands in the middle of singing

Idol boy group handsomely waved flower hands

"What is Happy Planet" and the flower-shaking hand... I don't dare to play them in the store

Who gave Kaifeng cuisine the confidence to play tricks on its parents?

Netizens commented

From now on, I live in Happy Planet~

The classmates are really awesome!

It's just a piece of chicken, I'll just buy it

Headgear... maybe you are the one who got popular on TikTok

Some people also mentioned Dicos. Have you learned how to play with the memes of your own spokesperson? ?

Grab the bamboo shoots~

(Ma Jiaqi has grown up and is now a member of the Times Youth League. The team endorses Dicos)

The editor also noticed that this wave of planning is "The happiness brought by Gong Jun"?

What a domineering president's tone.

Planning is also at the forefront of star chasing

Gong Jun is one of the leading actors in the ancient style web drama "Word of Honor" which was popular at the beginning of the year. He has now been invited to serve as the deliciousness officer of KFC.

A while ago, during a brand live broadcast, the host encouraged him to sing "What is Happy Planet" and he also said that he lived on Happy Planet.

However, some fans said that it is a bit difficult to support this wave...

No matter how much you love someone, you can't die.

It is recommended that jms team up to go

02 KFC’s social death activities have already existed

However, this is not the first "social death activity" initiated by KFC.

In March of this year, KFC and the top two-dimensional game "Genshin Impact" launched a joint event. KFC + "Genshin Impact", what an amazing combination!

During the offline KFC theme store activities, both parties stated that they will also give out joint badges for free. Immediately, the welfare event attracted the attention of many players. What many players never expected was that if they wanted to get the limited edition badges, they had to go to the store to buy the Genshin Impact linkage package, and they had to say the password "Meet in another world and enjoy delicious food" to the clerk.

You are worthy of it, KFC!

As we all know, most of the players of 2D games are stay-at-home guys who don't like to go out or socialize. But KFC came up with such a password, and it's offline, which is enough to drive the socially anxious people to death in minutes. Just thinking about it makes me feel so embarrassed that I'll dig my toes into the ground.

Although I say I won’t go, my body is very honest. Unable to resist the temptation of the joint package + out-of-print badges, a group of 2D players were attracted by it. Various challenge videos are circulating on social media such as Tik Tok and Bilibili, which truly demonstrate that as long as I am not embarrassed, it is other people's embarrassment that is funny.

The funniest thing is that some people shouted slogans loudly and were told that our store does not participate in the event.

There are also jokes circulating on the Internet.

The more awkward the event was, the more popular it was. Due to the limited number of badges distributed each day, some people lined up in front of KFC.

In the end, due to too many participants, KFC theme store activities in Shanghai, Hangzhou and other places were forced to be cancelled due to epidemic control needs.

03 Why is KFC’s social death event so popular?

With the successful precedent of the KFC x "Genshin Impact" event, it is only natural for KFC to launch a "social death event" again. It can be boldly predicted that on the day of the event, there will definitely be a wave of social death videos spreading online.

1. It has its own topicality

KFC's slogan campaign already has the communication gene during the preparation stage. KFC has found the right partner in its collaboration with "Genshin Impact". As a top domestic game, "Genshin Impact" has a large number of fans on social media. On Weibo, the number of fans of "Genshin Impact" has reached 1.3 million, and the number of fans of "Genshin Impact" on Bilibili has exceeded 5.7 million, and most of the videos have been played over one million times.

It is understandable that the huge fan traffic + the limited edition medals that are in short supply finally lead to long queues. Especially with the popularity of the event, more players developed a sense of missing out. Due to scarcity, netizens' fear of missing out also intensified, and they joined the queue one after another.

In this social death activity, KFC also did not fight alone, and took advantage of the two popular online memes "Shaking Flower Hands" and "Happy Planet". Brands take advantage of hot topics simply because they see the spreadability behind them, which creates the possibility of breaking out of their circle. Early examples include the Alipay + "Forward Koi" campaign, which caused a screen-sweeping event across the entire network, and recent ones like NetEase Yanxuan + Yi Lijing's heart-piercing questions, which sparked widespread discussion online. In short, having popular internet memes means having a context for dialogue with young people.

2. The Virality of “Social Death”

Of course, behind KFC’s breaking-circle activities, there are two key words: "social death". "Shesi" stands for social death, an internet buzzword referring to embarrassing moments in public. It is mainly used to describe the degree of embarrassment, making a fool of oneself in public, being so embarrassed that one would rather die than live, and wishing one could find a crack in the ground to crawl into and die on the spot. A typical social death scene comes from Haidilao. When your friend casually says happy birthday to you, in less than five minutes all the staff of Haidilao will come out to applaud and wish you birthday.

In today's society where every person suffers from social phobia, any embarrassing scene of "ostentation" or "confusion" can cause a person to die on the spot. It is the resonance of "social phobia" that gives it a symbolic public attribute to a certain extent. For onlookers, watching other people's "social phobia" scenes is much more interesting than buying a meal or getting a limited edition badge. On short video platforms such as TikTok and Facebook, KFC's major social fear scenes have received a lot of clicks, and some fans even left messages asking their favorite bloggers to commit social death at KFC, which can be said to be a great way to watch the fun.

It is with the help of many KOLs and onlookers that Haidilao's "social death" has become a hot word.

Finally, the question is, what do you think of KFC’s social death activities? You are welcome to leave a message in the comment section.

Author: Meihua.com

Source: Meihua Event