Chick-fil-A is a brand with a mission — to surprise and delight their customers. This corporate ethos breaks the fast-food mold and rests at the center of their brand.
As Social Media and Mobile AOR, we bring this spirit to the social space, providing interaction that's delightfully unexpected. In some cases, we act purely in the digital space. Other times, we "socialize" an offline experience to make a big occasion, well...bigger.
In just one year, our award-winning work helped triple Chick-fil-A's Facebook fan base, elevating them from #17 to #6 "Most Social Restaurant."
Cow Appreciation Day
On this massive one-day event, Chick-fil-A gives free food to fans dressed in cow costume. The event has spread like wildfire among fans. So how do you make an occasion this big even better? By making it a larger-than-life, multi-channel experience.
We created new ways to drive traffic to the event, and to the online photo contest, through QR codes, video, online costume starter kits and a Foursquare check-in. To boot, we even created the event's first-ever mobile app. All said and done, our efforts yielded a 1,900% lift in photo contest votes.
In 2011, Chick-fil-A developed a groundbreaking comic book series for kids' meals that took fire with fans. It featured the brand's mascots – the EAT MOR CHIKIN cows – as superheroes. Chick-fil-A could have easily declared it a success and moved on. Instead, they partnered with Engauge. And from where we stood, it was far from over.
We adapted the five-comic series for the iPad and added some zing with built-in social media, interactive puzzles and email sharing. All said and done, it blew away "edutainment" benchmarks for time spent with an app by more than 100%. Download the free iPad app.
In 2010, Chick-fil-A planned to launch their first new sandwich in twenty years, the Spicy Chicken. For a milestone this big, and a fan base this raving, not just any promotion would do. Online sandwich reservations became the centerpiece of the promotion – a tool that allowed people to schedule launch day pickup. Facebook wall posts, a "Spicy Tab" and a countdown ticker built anticipation. From here, we geo-targeted posts to drive reservations.
The result? 1.2 million reservations. Soon after, we mimicked this promotion for the Spicy Biscuit, the breakfast version, garnering another million.
Chick-fil-A boasts a fan base with a raving love for the brand. But these fans crave more than great food. They also want value and utility to fit their on-the-go lifestyles, making them an audience ripe for mobile engagement. As Chick-fil-A's mobile innovation partner, Engauge created a robust ecosystem of mobile Web properties, native applications, location-based programs and mobile CRM.
The Chick-fil-A flagship app delivers immediate utility to fans —featuring a restaurant locator with amenity filtering, plus a dynamic menu with an interactive allergen section. In just six months, the app reached 50,000 downloads and was listed in the top five free Lifestyle apps in the Apple App Store —without the benefit of paid media.