I read a little snippet in Dean Bonham and Don Hinchey’s column in the 2/2/2008 Rocky Mountain News that caught my eye because I found it odd…They reported that Kentucky Fried Chicken would donate “$260,000 to charity in the name of the first player in this year’s Super Bowl who celebrates a touchdown by doing the “wing flapping” part of the chicken dance.”  What was strange to me was learning that KFC did not sign on as an official sponsor of the NFL or the Super Bowl.  Bonham and Hinchey say “a league spokesman has labeled it “ambush marketing” (a strategy whereby a nonsponsor tries to give the impression that it’s an official sponsor.)”

So what is KFC thinking?  I did a little digging and found the original 1/17/2008 KFC press release.  “In another marketing first, KFC – to spotlight its Hot Wings menu item – cooked-up a big-dollar philanthropic offer for this year’s big game. If a player or celebrity performer opens his heart and flutters his “hot wings” in an impromptu chicken dance, KFC will donate $260,000 to charity in the name of the first player or performer who does the Chicken Dance¹.   If “hot wings” flutter February 3 in the end zone or on stage, KFC will make the donation in the name of the chicken dancer to Colonel’s Scholars, a charity providing deserving students with much needed college scholarships.” 

It does state in the press release that “KFC is not an official sponsor of, or affiliated or associated with, the National Football League, the big game, or any other football-related entity.”  So Bonham and Hinchey had it completely right.  Hmmm…

Maybe a company with the size and reputation of KFC can get away with doing an independent promotion like this through the Super Bowl and not feel much negative fallout.  However, I would really question the wisdom of this end run approach.  Why not pay up like every other Super Bowl advertiser/sponsor and make it legit?  Doing it this way will certainly get them free press but it becomes pretty borderline in the ethics category to me.  It’s clearly a PR stunt first and foremost…and it also happens to benefit a charity and its beneficiaries.  While creative, I am afraid this kind of “community involvement” is what gives businesses a bad name in many people’s eyes and causes them to label all business support of nonprofits as “self-serving.”