Cryptocurrencies have taken off: it’s estimated there are more than 32 million Bitcoin wallets in use worldwide. In response, KFC upgraded its website and food delivery system to accept Bitcoin as payment, tracking the currency’s fluctuating conversion value in real time. So those who visited saw real-time prices of 0.0010305 Bitcoin (or thereabouts) and were able to transact with their preferred coin. News and social media exploded. The creator of the competing Litecoin even tweeted about it. It racked up 6.3 billion impressions on a $15,000 campaign budget. Yum! Brands even tracked a bump in stock price.