MADRID, SPAIN – KFC Spain, facing a continuous decline in drive-thru sales and known for its notoriously tricky KFC Auto lanes, turned a logistical challenge into a creative breakthrough.
In collaboration with Xbox and creative agency PS21, the brand launched Drive-Thru Grand Prix — a campaign that transformed real-world drive-thru difficulties into a virtual racing sensation inside Forza Horizon 5, one of the most popular racing games on Xbox Series X.
Using satellite imagery and topographic data, the team recreated 15 of the most complex drive-thru turns from KFC locations in Madrid, Alicante, and Barcelona. These turns were brought to life as a playable circuit within the game, attracting over 15,000 players globally. The custom track became the most played during the campaign’s run and generated over 72 million impressions.
The campaign didn’t just resonate in the virtual world — it made a tangible impact. Drive-thru orders in Spain surged by more than 700%, marking an eightfold increase for a channel the brand had never promoted before. This innovative fusion of gaming and real-world data not only revitalized a declining sales stream but also showcased how creativity and technology can convert a weakness into a winning strategy.
