On July 10, Chick-fil-A held its annual Cow Appreciation Day. The company aired commercials on TV that got my attention. I went to the Chick-fil-A Web site and watched a short video about the event. Throughout the video were scrapbook-like photo postings of children and families in spotted attire. The video did not have audio, only a fast-paced sound effect throughout. The first writing on the screen encouraged, “Break out the costume and get your spots on .”
After more photos, the next writing said, “It’s the most fun you can have on four hooves. But don’t take it from us. Take it from our fans.”
More photos followed interspersed with comments from customers who had attended the prior Cow Appreciation Days.
“There is Dad dressed up with the kids, and they are all mooing. I love it!”
“Contrary to popular belief, I am not a real cow, just a human dressed as a cow.”
“One of my favorite days of the year!”
The video ended with instructions on how to participate. “Wear just a few spots and get a free entrée. Wear a whole cow get-up and get a free meal. Get information and a free cow starter kit at CowAppreciationDay.com. Get over to your Chick-fil-A July 11, 2014.”
After July 11, Chick-fil-A posted a save the date message for next year’s Cow Appreciation Day.
Today customers want involvement. Chick-fil-A created a promotion that prompted involvement in a fun, party-like atmosphere. To attend, friends and family donned their unique designs of spotted attire. Similar to a Halloween celebration, they showed off their creations at Chick-fil-A and got rewarded with a free entrée. They met others who were also participating. The promotion became an event.
The company wisely involved customers by using their testimonials in the video announcement, too.
This promotion caught the attention of the media. Cow Appreciation Day was an interesting event, especially when sponsored by a restaurant chain that principally serves chicken. Reporters liked that contrast. They also liked events that encourage customer involvement. Customers in spotted attire was a visual event which played well on video and television. The media coverage was an additional marketing benefit for Chick-fil-A, adding credibility and memorability.
Chick-fil-A wisely made Cow Appreciation Day an annual event and announced the date of next year’s Cow Appreciation Day the day after this year’s event.
This event is an excellent example of how to structure, promote, and continue a marketing event that involves customers. Use it as a reference when you put together such an event.
This week's marketing trivia challenge is What customer involvement promotion have you experienced? E-mail me your answer.
After more photos, the next writing said, “It’s the most fun you can have on four hooves. But don’t take it from us. Take it from our fans.”
More photos followed interspersed with comments from customers who had attended the prior Cow Appreciation Days.
“There is Dad dressed up with the kids, and they are all mooing. I love it!”
“Contrary to popular belief, I am not a real cow, just a human dressed as a cow.”
“One of my favorite days of the year!”
The video ended with instructions on how to participate. “Wear just a few spots and get a free entrée. Wear a whole cow get-up and get a free meal. Get information and a free cow starter kit at CowAppreciationDay.com. Get over to your Chick-fil-A July 11, 2014.”
After July 11, Chick-fil-A posted a save the date message for next year’s Cow Appreciation Day.
Today customers want involvement. Chick-fil-A created a promotion that prompted involvement in a fun, party-like atmosphere. To attend, friends and family donned their unique designs of spotted attire. Similar to a Halloween celebration, they showed off their creations at Chick-fil-A and got rewarded with a free entrée. They met others who were also participating. The promotion became an event.
The company wisely involved customers by using their testimonials in the video announcement, too.
This promotion caught the attention of the media. Cow Appreciation Day was an interesting event, especially when sponsored by a restaurant chain that principally serves chicken. Reporters liked that contrast. They also liked events that encourage customer involvement. Customers in spotted attire was a visual event which played well on video and television. The media coverage was an additional marketing benefit for Chick-fil-A, adding credibility and memorability.
Chick-fil-A wisely made Cow Appreciation Day an annual event and announced the date of next year’s Cow Appreciation Day the day after this year’s event.
This event is an excellent example of how to structure, promote, and continue a marketing event that involves customers. Use it as a reference when you put together such an event.
This week's marketing trivia challenge is What customer involvement promotion have you experienced? E-mail me your answer.
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