Industry News | December 20, 2011
Is Social CRM the Future? Church’s Chicken Gives it a Try
When people come to one of the 1,700 Church’s Chicken quick-service restaurants, they are usually on the go. These highly mobile customers will have a chance to use their phones to win a trip to see the premiere of the Warner Brothers movie, Joyful Noise, simply by texting.
This mobile campaign is being powered by Dallas-based social CRM (customer relationship management) marketing agency Pocketstop.
Through Dec. 26, 2011, consumers can text one of five key words to 444-222 in order to be entered in the Church’s Chicken Joyful Noise Sweepstakes. Individual keywords can be found at www.churchs.com; at participating Church’s Chicken restaurants; and in Church’s television and radio ads.
Everyone who sends a text will be entered in the sweepstakes and receive a text offer for $1 off any individual Church’s combo meal.
A random selection from all texts will determine the winner to the world premiere of the movie in Los Angeles on Jan. 9, 2012. The winner will also receive a VIP Warner Brothers Studio Tour and a year’s worth of Church’s Chicken and Coca-Cola.
In speaking about the partnership between Church’s Chicken, the company’s advertising agency Levenson & Hill, and Warner Brothers, Pocketstop CEO Jeff Kilman says, “This is an excellent application of our mobile marketing platform. The Church’s Chicken customer is highly mobile [and] obviously appreciates good value, and we think they will have some fun with this very easy to play sweepstakes.”
The advertising agency for Church’s Chicken, Levenson & Hill, also based in Dallas, created the partnership between the restaurant and the movie and developed the promotion.
“The texting promotion gives us a great forum for offering consumers an opportunity to engage with our brands and instantly provides them with something of value,” says Andy Harmon, executive vice president and chief brand officer for L&H. “Pocketstop helped us design and deliver a program that drives consumer action at Church's Chicken and promotes Warner Bros' film Joyful Noise at the same time. It's already paying dividends for both brands."
The film Joyful Noise tells the story of the small town of Pacashau, Georgia, that has fallen on hard times. The people are counting on the Divinity Church Choir to lift their spirits by winning the National Joyful Noise Competition. The choir has always known how to sing in harmony, but the discord between its two leading ladies now threatens to tear them apart. If these two strong-willed women can overcome their differences and find a common voice, they—and their choir—may make the most joyful noise of all.
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