Chicken restaurant chain KFC – the company which recently marketed a meteorite carved in the shape of a burger for US$20,000 – has a new publicity stunt…
It has turned back the clock 30 years to merge modern day GPS technology with yesterday’s music cassette era.
KFC’s GPS cassette tape is essentially a travel guide linking the company’s hometown Louisville, Kentucky, and ending at its Big Chicken restaurant in Georgia. It’s voiced by an actor imitating KFC’s founder Colonel Harland Sanders giving overly-detailed directions, “rambling down hilarious tangents and singing his favourite road trip sing-along songs”.
Clearly, tooth-in-cheek, KFC says it is trying to both modernise cassette tape technology and pay homage to the classic American road trip, with its GPS cassette tape, (which is red and white, of course).
“Although nearly all modern-day GPS systems are significantly easier to use (and aren’t based on 30-year-old cassette tape technology), KFC does things The Hard Way, which is how this charming, reverse technological breakthrough was born.
“The digital audio formats we have today pale in comparison to the mahogany-rich sound of a classic vinyl record,” said Steve Kelly, director of media and digital, KFC US. “Unfortunately, no one ever figured out an easy way to put record players in cars, so we went with the next best audio format: a cassette tape.”
The meandering country drive makes pit stops at unique cultural experiences in Kentucky, Tennessee and Georgia, including a stop in Corbin, Kentucky, where Sanders invented KFC’s unique recipe. By pressing pause on the cassette at any time, roadtrippers can take in the Americana nostalgia found throughout the Appalachian region, without the distractions of on-screen directions or unrelenting interruptions by artificially intelligent direction apps.
“Through the GPS cassette tape’s off-the-beaten-path prompts, KFC fans are directed to take unexpected turns and try our Georgia Gold Honey Mustard BBQ and Nashville Hot regional flavours along the way – creating a journey full of experiences that recalls the trip Colonel Sanders took selling his famous fried chicken recipe door to door in the 1950s,” said Kelly.
Sounds great. The only snag FreshOut.Today can see is the lack of any actually cassette players in motor vehicles less than 20 years old allowing people to play the cassette… So for everyone who wants to listen to the presentation, KFC has helpfully uploaded it on YouTube…