This is cute and clever PR. KFC planted the references on Twitter and waited until someone would find it. When they did, it provoked an explosion of media reporting, all positive and tickled by the genius behind 11 herbs and spices. There is plenty of room in social and traditional media for creative presentation, but it is not frequently used and many times it is me-too, following the lead of someone else. Give KFC credit for developing the idea and acting on it. It will be interesting to see what they try next.
Marston Strategic Communications
Communicators Who Get Results