Tag Archives: campaign

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Chick-fil-A’s Approach to a Multifaceted Campaign

23rd March 2011

Yesterday I had the opportunity to speak on a panel for AiMA’s monthly social SIG luncheon about one of our clients at Engauge, Chick-fil-A, and their recent Spicy Chicken Biscuit launch. Rather than speak directly about a social media case study, our team decided it would be interesting to present how Engauge, along with our agency partners at Chick-fil-A, BrightWave Marketing and Foundry approached the campaign from social media, email marketing and website design respectively.

When tackling the prospect of a campaign or in this case a product launch, it’s important to take a holistic view of the goals, objectives and desired outcomes, rather than just see the project through our eyes as the social component.

The success of this particular product for Chick-fil-A did not lie in awareness across many mediums, but cohesive engagement throughout many mediums.

As an agency partner it can sometimes be difficult to separate your work from another’s, but integrating aspects of social across channels is crucial to campaign success.  For example, a call to action to participate in a poll on Facebook within an email gave our fans a reason to react and a directive to react to, not just multiple visuals to consume from each medium.

As marketers continue to build multiple communities across the web, it’s important to not only think about the success of an individual channel, but also how each channel can build upon and create an unforgettable experience for each and every subscriber, fan and future customer as well.

Disclaimer: I serve as the social strategist on the Chick-fil-A account at Engauge and helped to develop and execute this particular campaign. However, it is also true that I love the Spicy Chicken Biscuit just as much as the next raving fan, even when I’m away from my desk.

Making Digital Physical

18th February 2011

Here in DIG, we talk often about how to connect your digital marketing plan to more traditional outlets. Although a campaign that attracts millions of Facebook or Twitter impressions is excellent, what good is it if it has no implications for consumers to react in their physical worlds as well as virtual?

It’s what Jeff Hilimire likes to refer to as digital-physical-digital.

Start a conversation online, have a consumer react in the physical world and return to digital to spread the word. A long standing yearly campaign that launched this month, seeks to do just this.

If you’re not familiar with the Diet Coke Heart Truth campaign, it kicks off each February promoting heart health and awareness of heart disease in women. In case you didn’t know, heart disease is the number one killer of women.

This year, Diet Coke has elected to do quite a few pretty cool things with the campaign by creating a virtual capture the flag game across multiple activations:

Capture flags online: See a flag on a Coca-Cola site, click it and a donation of $0.10 is made.

Capture real flags: See a flag in an actual location, check in on Facebook places and another donation of $0.10 is made.

Plant flags online: Share a flag on Facebook or add one to your personal blog or website. Upping up the ante, a donation of $0.50 is made.

Plant real flags: Print out a flag template create your own actual flag. Create a location using Facebook places using the words “Heart Truth” in your location title. Going further, a donation of $1.00 is made.

So what are you waiting for? Get out and get playing. Oh, and learn more here.

Why I’m watching Sesame Street at age 22

22nd October 2010

When I was little you couldn’t tear me away from Sesame Street for hours everyday  and now it looks like I may be doing it again – but online.  Why you might ask would anyone over the age of 5 be watching Sesame Street? The gang has been hard at work these days – Tweeting, Facebooking and even singing along with Will.i.am on YouTube.

Lately the team has spoofed everything from the Old Spice guy to Mad Men and True Blood. Sure it makes adults laugh, but at the same time Sesame Street is staying true to their roots by infusing their content with educational moments for kids.

For instance, in the Mad Men reenactment below, the guys show off some ideas from the “Happy Honey Bear” account in search of a picture that show happiness instead of other emotions and in the end they all end up as Happy Men.

Amy Poehler, Rev Run, Jack Black and Jonah Hill have all stopped by to visit, each with their own take on education.

Be sure to check out the show on Facebook. Not only does the show have a page, but each of the characters as well. Elmo, Cookie Monster and Oscar The Grouch all have pages and you’ll event find the characters tweeting with  Twitter accounts.

As kids become more heavily involved in social media channels, it’s important to kind safe and relevant content to them, but it’s even better when it’s something you’ll enjoy watching as well!