I’m not convinced that KFC Twitter discovery wasn’t a PR stunt. Here’s why.


Listen. We’ve all ended up on weird places on the Internet. One minute you’re wishing a Facebook “happy birthday!” to someone you went to high school with, 20 minutes later you find yourself swiping through photos of their husband’s ex-wife’s mother’s Superbowl Party. We’ve all been there!

But when news broke last week by a seemingly random guy who noticed the 11 accounts KFC follows on Twitter (the 5 Spice Girls and 6 guys named Herb to symbolize their famous recipe of 11 herbs and spices), something smelled fishy. So I did a little digging.

At first glance, the Twitter user, @edgette22, seems like a normal guy, just like you and I. No obvious connection to KFC of any kind. I wanted to know a little more, so I went to his Facebook account, which he has linked in his Twitter bio. There, he has his occupation listed. That occupation, you ask? Social Media Manager at a PR firm. His discovery was starting to feel a little less random.

Now, for all I know, this could very well be a coincidence. My role as a social media manager often requires tracking influencers and organic sourcing, like who they follow on Twitter. But if it’s not a coincidence, if they did plant someone to “discover” this Easter egg, it’s even more genius than I thought.

Because what are they going to do? Put out a press release saying, “Hey, look how clever and creative we are!” No. That takes away the fun. What is fun, and certainly more shareable, and therefore more lucrative, in the realm of the Internet, is having an unassuming consumer happen upon it, tweet about it in utter delight, and having that tweet turn into a meme. But who knows how long it could take for this to happen organically?

To speed up the process, why not plant a PR person to bring attention to it if it goes unnoticed for too long? Say, a month or two? We’ll probably never know if that’s what they did, but as a seasoned social media manager, it all seems a little too good to be true.

Either way, whether this truly was an organic discovery or if they planted someone to find it, I applaud the success of this viral campaign idea by KFC and Wieden+Kennedy, their creative agency. The wonders of social media truly know no bounds.