Video game maps contain hundreds of thousands of individual terrain formations, road layouts, island shapes, and geographic features. Most of them look like nothing in particular. MullenLowe Peru SSP3 and KFC Peru looked at that same catalogue of formations and asked a different question: how many of them look like chicken?
The Campaign
Chicken Maps is a digital and experiential campaign published in Peru in August 2025. The mechanic is as simple as the observation that produced it. Gamers playing their favourite video games were invited to scan the maps, landscapes, and terrain formations they encountered during normal gameplay and look for shapes that resembled pieces of KFC chicken. When they found one, they captured a screenshot and shared it with KFC Peru.
Every submitted map that genuinely matched the shape of a chicken piece was rewarded with actual KFC chicken. The digital discovery became a physical product. The game map became the order.
The Mechanic’s Structural Logic
Gaming culture has a long tradition of finding unintended shapes in game-generated environments. Players have been sharing images of terrain that looks like faces, animals, or cultural references since the early days of procedurally generated landscapes. The practice is entirely organic, community-driven, and requires nothing from the brand to sustain itself. MullenLowe Peru SSP3 identified that existing behaviour and gave it a new destination, one that happened to end in fried chicken.
The campaign’s creative logic is the same as the observation that drives it. KFC’s product is chicken. Chicken has a recognisable shape. Video game maps contain infinite geometry. The intersection of those three facts, somewhere in the libraries of every game a Peruvian gamer plays, was already full of undiscovered Chicken Maps. The campaign simply asked people to look for them.
Eduardo Trelles, Creative Director at MullenLowe Peru SSP3, and the creative team built the campaign around a mechanic that required the gaming community to generate its own content rather than consuming brand-produced material. Every screenshot shared was a piece of user-generated discovery that required no production budget to create and no media spend to distribute beyond the initial campaign announcement.
The Gaming Audience
Peru has one of Latin America’s most active gaming communities, with mobile and PC gaming penetration growing significantly across the country’s urban population in the last five years. The gaming audience is also one of the most difficult for conventional advertising to reach through traditional channels: gamers spend their attention inside game environments rather than passively consuming media, which makes the standard interruption model of advertising structurally ineffective. Chicken Maps does not interrupt the gaming session. It becomes part of it. The gamer is already looking at the map. The campaign asks them to look at it differently.
Why the Reward Works
The reward mechanic is the campaign’s most precise decision. The person who finds a chicken-shaped formation in a video game map has already done something inherently shareable. The combination of the absurd discovery and the confirmation that it converts to real food creates a double incentive: the joy of finding it, and the delivery of actual KFC chicken as the consequence.
The campaign also creates a natural social amplification layer. A gamer who finds a chicken-shaped formation in a video game and earns real chicken from KFC has a story worth telling. The screenshot is the evidence. The chicken is the reward. The social post is the organic distribution.
Campaign Name: Chicken Maps
Agency Name: MullenLowe Peru SSP3 / CEO: Max Gutiérrez / CCO: Mauricio Fernández-Maldonado / Creative Director: Eduardo Trelles / Art Directors: Diego Izquierdo, Francisco Tolentino / Copywriter: Vania Allain / Motion Designer: Sergio Carbajal / Account Director: Carolina Sáenz / Account Executive: Melanie Torres
Brand Name: KFC Peru
Location: Peru (digital and experiential; August 2025)
