Kentucky Fried Chicken has come up with a twist on Superbowl commercials. How to get your name out and do it without spending any real money.

They have been doing a 'Hot Wings' Promo on thier website, called Show Us Your Hot Wings.

Now they have cooked up a tasty bit of ambush marketing for the Super Bowl.

KFC hopes a player or entertainer performs the chicken dance at this year's Super Bowl. The chicken chain said it would make a charitable donation of $260,000 to "Colonel's Scholars" in the name of the first player or entertainment performer who does the wing-flapping part of the wedding perennial "chicken dance" for three seconds in the end zone.

The campaign is designed to promote KFC's hot wings. KFC spokesman Rick Maynard said a plan is in place for postgame ads should a player or performer "flap their hot wings" for at least three seconds, though he did not provide further details.

The news did not particularly amuse the National Football League or its teams when they learned of the stunt. "We don't think much of it," NFL spokesman Brian McCarthy said late last week. "It's ambush marketing, trying to affiliate yourself with the biggest sporting event." According to people close to the matter, the NFL has warned players they could be fined if they do the dance, and Mr. Maynard said no players have contacted KFC -- which isn't a sponsor for the league or the teams -- about the promotion as of Jan. 29.

The $260,000 donation figure was determined after carving out three seconds of a 30-second spot, which costs companies an average $2.67 million to buy on Fox's telecast this year. A

To be sure, KFC is counting on the pre-game buzz this promotion generates in the hopes that fans will think of their brand when they see a player or performer flapping his "hot wings." But even if the players don't, the chicken chain has little to lose with this effort.

Taco Bell similarly used the 2007 World Series to promote free tacos to anyone who visited the restaurant (on a certain day during specific hours) if any player stole a base during the series. While the taco chain used something that was likely to happen in the course of a game, KFC is asking players to actively do something that doesn't have anything to do with the game -- unless you count an end-zone dance as part of the game.

Major League Baseball fully supported -- and even promoted -- Taco Bell's idea. The NFL, meanwhile, could not want to distance itself further from KFC. The teams on the gridiron for Sunday's game, the New England Patriots and New York Giants, it should be noted, are known to be veteran-laden, tight-lipped and, for the most part, the epitomes of professionalism.

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