The "human billboards" or "assvertising" campaign is part of an effort to encourage students to try the unique bun-less sandwich.
KFC launched the initiative this week, where else, but in Louisville, Kentucky, where brand ambassadors sporting Double Down clothing attracted fellow students across campus with KFC gift certificates.
No word on why it is only female students, but KFC is asking women interested in becoming ambassadors at their universities to get in touch with KFC on its
KFC will then select students at three more campuses and fit them out with customised sweat pants, KFC gift checks to distribute and $500 for their troubles.
John Cywinski, chief marketing and food Innovation officer for KFC, said: "It's hard to imagine anyone escaped the buzz of the Double Down earlier this year. But in an effort to reach consumers coast-to-coast, and especially our key target of young men, we’ve established yet another advertising first – one that’s fitting of the Double Down’s head-turning history."
KFC is also encouraging Double Down fans to show their loyalty and join the "Order of the Double Down" via
There, fans are encouraged to profess their love of the KFC sandwich, challenge their friends to eat the "greater food" and consult the Double Down oracle.
The 540 calorie Double Down, for those not in the know, comprises of "two thick and juicy boneless white meat chicken filets, two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and Colonel’s Sauce".