Chick-fil-A Launches Successful Mobile FKM Campaign in the Face of Ike
Chick-fil-A Houston announced today that a recent mobile campaign targeted at driving back-to-school breakfast business was a success despite the untimely arrival of Hurricane Ike. This was the first-ever text messaging campaign for the QSR restaurant that used text to supplement radio, point-of-purchase and reader boards for a limited-time offer to win a year's worth of three-count Chick-n-Minis. Mobile FKM, a Houston-based mobile marketing company, created and executed the campaign during the four-week promotion.
"As Chick-fil-A Houston researched a back-to-school breakfast promotion, we heard one thing loud and clear coming out of focus groups," explains Tina Murray, Houston area marketing director for Chick-fil-A. "The common thread that linked every member of the family is the cell phone. Therefore, a mobile campaign was the most relevant way to reach our target audience and drive a change in behavior during the initial back-to-school timeframe.
"As Chick-fil-A Houston researched a back-to-school breakfast promotion, we heard one thing loud and clear coming out of focus groups," explains Tina Murray, Houston area marketing director for Chick-fil-A. "The common thread that linked every member of the family is the cell phone. Therefore, a mobile campaign was the most relevant way to reach our target audience and drive a change in behavior during the initial back-to-school timeframe.
The "Chick-fil-A Chick-n-Minis for a Year" campaign was launched as test pilot for the 47 Chick-fil-A stores in the Greater Houston Area. On-air radio spots, in-store POP and text messages to subscribers of radio station mobile databases drove opt-ins. Listeners were urged to text the word "Minis" to 777111 for the chance to win. Additionally, texts for a location-finder that would show the nearest Chick-fil-A locations were used by a significant number of Houston commuters.