One fastfood chain hacking the other. McDonald's recently released a campaign for the Crispy Chicken-burger in which they called for you to forget anything you know about chicken and crispyness you're used to today. An obvious attack on KFC, which they couldn't let happen unanswered, so together with Ogilvy & Mather Amsterdam they thought of a way to turn the McDonald's campaign into a campaign for KFC.
Ogilvy gave us a challenge: Create a mobile website which could instantly recognize a McDonald's ad, on the street or on a screen, and turn it into a coupon for a KFC Chickenburger... in 5 days. The Kittens don't shy away from a challenge, so we took that challenge and made it a reality. The friday after the monday we started working on this campaign, the mobile website was live!
Our patented (pending) 'Original Chicken Recognition System' is able to detect a McDonald's Crispy Chicken-burger ad on any service and in any environment. Just upload a picture of the ad to our servers and after a few moments you will know if you have a McDonald's knockoff and are entitled to a free KFC original.
Owning the 5 day challenge wasn't an easy one though. Using Mobile browsers latest webcam capabilities we were able to show the users picture, or when that wasn't available, you could just upload your picture. Using those also meant we had to be able to read and scale the photo's client side, so we created a front-end library to scale and read the image metadata the instant a picture was taken.
This also meant we had to test all different devices and browsers to make sure the pictures were sent to our Recognition System the best way, and if the McDonald's ads were reliably detected. In the end, we made the deadline and thousands of users were able to #gettheoriginal on every modern mobile device.