Objectives:

Developed and executed the Chicagoland Chick fil-A program to engage Hispanic consumers to entice them to download the Chick fil-A APP by integrating branding, promoting, and event marketing at multiple events in the Chicagoland area.

Elements:

A dedicated ambassador team of 7 activated at multiple events over a period of 3 months in the Chicago market. Team members handled all logistics, inventory control, promotional handouts, neighborhood routing, and data collection. The team consisted of a Market Manager, a Team Leader and 5 brand ambassadors onsite daily for a period of 8 hours. The ambassador team utilized guerrilla marketing in conjunction with event marketing throughout the day to engage and interact with a variety of consumers. Event Marketing included, a branded pop-up tent, prize wheel, backpack billboards, beverage backpaks, Chick fil-A food and beverage sampling and promotional DOC cards. Our team and this program worked in conjunction with the Chick fil-A national marketing department to enhance additional offerings through the Chick fil-A APP (i.e. Free food item with registration, free breakfast item, etc.). All team members consistently utilized social media platforms to interact and promote the program three times a day.

Results:

The Chick fil-A team were in the field for a total of 413 man hours and generated over 33,000 visual and engagement impressions while activating the program to drive Hispanic consumers. Impressions were received from the guerrilla marketing, onsite event activations, and the ICE Factor branded BevPaks and ICE Factor Backpak Billboards . Chick fil-A received a 30% redemption on the DOC cards distributed and a 5% lift in Hispanic customer base. This directly contributed to a 27.69% growth in the Chicagoland area – a HUGE accomplishment.

Client Impression: