“Chikun fur Brekfust” Campain Mooved Me.
It’s my nature to be skeptical of new advertising campaigns. I tend to look for creative flaws, poke holes in the tactics and be jaded with my response. But, Chick-fil-A’s recent campaign promoting their new breakfast items took me by surprise. The whole experience was seamless and perfectly executed.
The campaign started with a promotional Tweet to one of my friends, who, per the social media handbook, passed it on to me. I in-turn clicked the link and was directed to a beautifully, simple micro site. And, in 3 clicks I had reservations made for a free breakfast entree. 1 week later, I showed up at my local Chick-fil-A and enjoyed a friendly conversation with the manager; who complimented me on my selection, did a little cross-selling and sent me on my way with a delicious meal.
In retrospect, everything went off without a hitch. Social media got me to interact them. The micro site introduced me to the new product category as well as captured my personal information. The in-store experience was enjoyable and I ended up with quality product. Absolutely perfect.
The big question is “Will I choose Chick-fil-A for my next fast food breakfast?” Breakfast is a meal of convenience and habit. Lunch is a meal of choice. Did the experience move me enough to change my behavior? Can a great campaign answer the age old question of which will comes first-the Chicken Bagel or the EggMcMuffin?