KFC claimed Romania's busiest outdoor space - the Bucharest subway - by leveraging a unique asset: one of the lines on subway maps is shaped exactly like a chicken drumstick. Instead of getting thousands of paid media placements, KFC turned subway maps all over the city into constant crave triggers. Once you KFC it, you can’t unsee it. Furthermore, people could scan the map to unlock different discounts or do the drumstick tour in exchange for a Bucket.