On the surface, this announcement that KFC is partnering with Huawei to launch a new smart phone may seem like a random move. The phone will be branded in KFC signature red with an engraving of Colonel Sanders on the back to celebrate the brand’s 30 year anniversary in China, but that’s not really the most interesting part. There will only be 5000 of these phones released and apparently the phone “also comes with a KFC-branded music app preinstalled, which lets you create and share playlists at a KFC restaurant.” Scarcity combined with this unique music feature will likely make this phone a hit with KFC’s super fans … exactly the people they want to engage most. Perhaps it is not such a random idea after all.

Read the full story on The Verge >

Love non-obvious stories? Get my weekly newsletter with stories like this one along with a short but useful analysis of why it matters … all delivered directly to your inbox every Thursday morning!

Subscribe to the Non-Obvious Insights Newsletter here >