Chick-fil-A’s Approach to a Multifaceted Campaign

23rd March 2011

Yesterday I had the opportunity to speak on a panel for AiMA’s monthly social SIG luncheon about one of our clients at Engauge, Chick-fil-A, and their recent Spicy Chicken Biscuit launch. Rather than speak directly about a social media case study, our team decided it would be interesting to present how Engauge, along with our agency partners at Chick-fil-A, BrightWave Marketing and Foundry approached the campaign from social media, email marketing and website design respectively.

When tackling the prospect of a campaign or in this case a product launch, it’s important to take a holistic view of the goals, objectives and desired outcomes, rather than just see the project through our eyes as the social component.

The success of this particular product for Chick-fil-A did not lie in awareness across many mediums, but cohesive engagement throughout many mediums.

As an agency partner it can sometimes be difficult to separate your work from another’s, but integrating aspects of social across channels is crucial to campaign success.  For example, a call to action to participate in a poll on Facebook within an email gave our fans a reason to react and a directive to react to, not just multiple visuals to consume from each medium.

As marketers continue to build multiple communities across the web, it’s important to not only think about the success of an individual channel, but also how each channel can build upon and create an unforgettable experience for each and every subscriber, fan and future customer as well.

Disclaimer: I serve as the social strategist on the Chick-fil-A account at Engauge and helped to develop and execute this particular campaign. However, it is also true that I love the Spicy Chicken Biscuit just as much as the next raving fan, even when I’m away from my desk.

0 thoughts on “Chick-fil-A’s Approach to a Multifaceted Campaign

  1. Kevin Ekmark

    Very cool! I was following along with their launch of the Spicy Chicken Biscuit on all of those different platforms. I thought it was genius. There was so much to check out, nothing was shoved down my throat (other than the spicy chicken biscuit… and the next one after that,) and everything meshed well together. nThe connection between social media, email blasts, and the website were streamlined very well. Nice job.

  2. Wtbrandt

    I stumbled upon this post as I am researching Chick-fil-A’s involvement in emerging media. Though I was looking for evidence of consumer-generated advertising, this post caught my attention because of your personal involvement with these Facebook and email polls that I recognize from my in-box. I am also a raving fanu2014as much for company’s brand-building success as for the Spicy Chicken. Their unwavering commitment to company values and going the extra mile for customers has earned them an endearing reputation, plus the renegade cows have added a strong emotional component to their advertising communications. The recent addition of social components, like the new-product reservations and polls, are just what Chick-fil-A needs to engage raving fans in social media spaces. Raving fans have been talking about the brand with friends and others for a long time. It’s about time the get a chance to speak with Chick-fil-A and impact the product offerings in a tangible way.nnBTW – I really enjoy your writing style and marketing perspective, particularly you’re recognition that awareness was not an issue for this audience, while cohesive engagement is key!