• by David Goetzl , January 12, 2007

KFC, which caused a stir last year by embedding a promotional message in a spot as a way to combat DVR ad-skipping, will again try a sleight of hand. The marketer will air a one-time-only spot during Fox's "American Idol" that differs from an ongoing campaign. Viewers who take notice will be able to win a prize via its Web site.

The 30-second spot on next Wednesday's broadcast for the Buffalo KFC Snacker differs slightly from a current spot for the sandwich. The first 10,000 people to visit KFC.com and identify the alteration will receive a coupon for a free Snacker.

A KFC official said the company will attempt a flurry of publicity leading up to the broadcast to tip viewers off about the spot, but the commercial itself won't mention the promotion.

The company has already promoted the ploy in an email blast to an estimated 200,000 people, and has a link in place on its Web site. No paid media support is expected.

Advertising Age estimates that a spot on the Wednesday edition of "Idol" goes for $620,000.

Perhaps unfortunately for KFC, Fox has already agreed to air the spot. Last year, ABC declined to air an ad for the Buffalo Snacker, since the word "Buffalo" appeared on screen when a viewer fast-forwarded through it using a DVR. ABC claims that it was subliminal advertising that sparked a wave of publicity.

KFC, which calls it a "hidden message," similarly gave away free sandwiches claimed via KFC.com.