Last year KFC (YUM) got a lot of press concerning its advertising strategy that fought the DVR ad-skipping habit many people are into. This year they're doing it again in a one-time ad during the upcoming "American Idol" show on Fox (NWS).
How they are doing it is to take the current campaign that's in progress now with a sandwich, and alter it slightly with a ad for their Buffalo KFC Snacker. For the first 10,000 people that identify the difference and visit the KFC.com site to confirm it, will be offered a coupon for a free snacker.
The company will offer a ton of publicity that will lead up to the broadcast so that 
viewers will be aware of the benefit. They've already sent out an email campaign to their mailing list of 200,000 people. They also have the link on their web site ready to go.
Last year when ABC (DIS) refused to air the ad, it attracted attention to KFC that money couldn't have purchased. Maybe they wish that Fox would have done the same thing this year.
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