“Cow Appreciation Day gives our customers the opportunity to have some fun as we reinforce the sustainability of our brand icon,” says Michael McCathren, with the interactive digital marketing group at Chick-fil-A. “Engauge Digital’s interactive campaign will go a long way toward establishing long-term recognition of the Cows and for Cow Appreciation Day.”
Engauge Digital developed an interactive marketing campaign to work in conjunction with Chick-fil-A’s individual store and press promotion for the Cow Appreciation Day. Engauge Digital’s nationwide promotion is designed to encourage participation and increase consumer awareness of the event.
The campaign’s microsite (www.CowAppreciationDay.com) uses fun and amusing imagery to showcase ten ways customers can dress up to receive a free sandwich or combo meal. Each day, one new idea will be displayed on the homepage. Users can also download spots and a cow mask to use on the day of the event.
In addition, the campaign leverages social networking and community outreach. Cow Appreciation Day “event pages” in Facebook provide a way for users to invite their friends to participate, while messages in Chick-fil-A related groups are used to promote the event. The promotion also makes use of blogs and forums, MySpace, and email marketing, as well as outreach to several local community groups.
“Chick-fil-A has always understood the importance of community, before social networking sites like Facebook even existed,” says Jeff Hilimire, President of Engauge Digital. “This campaign is a great example of how they are fusing their on and offline fans bases to do something really exciting with their brand.”