In collaboration with sister agency Ogilvy, Maxx helped KFC update their QSR collectibles for the mobile phone generation. Leveraging the popularity of Korean boy band superstars EXO, Maxx created a collection of figurines with a unique QR code on the base. Consumers scanned the QR code via a downloadable app, accessing a 75-level game that featured the band members as superheroes. After completing each level, players unlocked new songs, videos and EXO freebies, including Emojis, selfie overlays and wake up alarms. The more figurines that were collected and scanned, the more content consumers were able to access. Millions of figurines sold out in only three weeks, and additional production runs were necessary to satisfy the enormous consumer demand.