2011 SAMMY Award Finalist, Best Social/Mobile Integrated Campaign; Engauge for Chick-fil-A Cow Appreciation Day
publication date: Aug 30, 2011
Best Social/Mobile Integrated Campaign; Engauge for Chick-fil-A Cow Appreciation Day
Chick-fil-A Agency: Engauge Name of Executives Involved in The Campaign: Brad Meriwether – Account Director Kaitlyn Dennihy –Strategist, Digital Innovation Group Kristin Smith – Project Manager Richard Guy – Mobile Developer Lynn Pulsifer – Creative Director Dee Mustafa-Bowne – Creative Director Katie Butterfield – Associate Creative Director Danielle Stellato – Art Director of Analytics Keith Oh – Designer Angie Terrell – Director of Analytics Thomas Strickland – Information Architect Matt Stallings – Mobile Developer Jared Habeck – Innovative Engineer Carla Paschke – Mobile Strategy Campaign Brief: Chick-fil-A (CFA), the second-largest quick-service chicken restaurant chain in the United States, honors cows in a special way. The second Friday in July has been established as Cow Appreciation Day (CAD) to recognize the chain’s famous advertising campaign featuring cows encouraging everyone to “Eat Mor Chikin.” Traditionally CAD has been an in-store event, but in 2010 Engauge elevated the promotion to an integrated celebration, tying together the in-store cow costume festivities, out-of-store events and online photo contest through digital.On July 8, 2011, this year’s Cow Appreciation Day, Engauge took the promotion one step further by adding a mobile element. As the social media agency of record for CFA, Engauge sought to use mobile as the connection point between CAD’s physical events, and its digital elements. The agency built awareness of the chain’s upcoming CAD festivities through QR codes, mobile splash pages, a mobile video and the CAD iPhone Application. Objectives • Activate CAD’s physical events and digital elements through mobile • Create a simple mobile user flow that built brand awareness • Allow raving fans to easily share their personal CAD experiences Strategy 1. Pre-event QR codes were placed on in-store items such as festive cow headbands, CFA sandwich bags and point-of-purchase bag stuffers. Scanning the QR codes with a mobile device prompted fans to the CAD mobile splash page, and it directed them to watch a video highlighting CAD’s upcoming events. After watching the video, fans were given the option to share the video via Facebook, Twitter or email, RSVP to the event on Facebook or download the special CAD iPhone app. The free app was available to CFA fans everywhere, allowing users to dress themselves as one of the chain’s beloved Cows and join the festivities on July 8. The iPhone app was promoted via Facebook to garner awareness and downloads. Once downloaded users were able to seamlessly share their Cow photos back to Facebook as well as Twitter and email. 2. Event-day The best example of how Engauge used mobile to connect digital with the physical event were the cow starter kits and photo gallery. Fans who scanned in their special QR code were driven to a mobile site that allowed them to look through different templates for cow costumes. They could then choose the design they liked best and email it to their personal email address, where the cowstumes could be downloaded and printed out, so raving fans could dress up as the beloved Cows on CAD. Customers who wore head-to-hoof cow costumes, either fashioned from the kit or created on their own, to any CFA restaurant on CAD received free meals. Customers who were partially costumed received free entrées. CFA invited families to bring in the whole herd for the celebration, so kids dressed as calves received free meals too. The highest number of QR code scans took place between 12 – 2p.m., correlating with lunch-hour traffic and in-restaurant use. This is an important insight for CFA, as it will help in planning future mobile efforts. Engauge further tied mobile and social together by displaying a heat map of Foursqure check-ins within Facebook, allowing fans to see in real-time which local restaurants had the most check-ins. Receiving close to 2,000 check-ins in only a few hours, raving fans promoted CAD via Android, Apple iOS and other mobile devices. 3. Post-event Following CAD 2011, Engauge continued to build brand excitement through the CFA Best Cow Costume Facebook Contest. Fans were asked to vote for the best calf/calves, best cow or best herd photos. The iPhone app remained available for download through the end of July. Results: The below results took place within an eight-day timeframe, with the launch of the CAD iPhone App on Friday, July 1 to the end of CAD on Friday, July 8. Cow Appreciation Day QR Code Content • Close to 8,000 total views in only a week (46% Android, 47% Apple iOS, 3% BlackBerry, 3% Other) Cow Appreciation Day iPhone App • Just under 3,000 downloads since July 1, with no paid media • Received 1,200 downloads on July 8 the day before CAD during Engauge’s key activation period Mobile Check – Ins • Nearly 2,000 Check-ins on CAD Mobile Experience Site • Close to 7,000 Total visits • Over 5,500 Unique visits • Average time on site 2:09mins Mobile Video • Nearly 5,300 Plays of the video • Around 650 Replays of the video Cow Starter Kit • Approximately 680 page views of the kit Facebook Cowstume Contest • 1,900% lift in votes to the lead photo since last year Link to Your Creative Materials: http://www.facebook.com/ChickfilA#!/ChickfilA?sk=app_105782049514851 |
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