Create Raving Fans through Mobile & Social Loyalty programs

Creating raving fans through mobile marketing

Justin Dennis, Strategist at 5ivecanonsAdam Schaffer, Creative Director at 5ivecanonsTodd Coleman, Owner/Operator at Chick-fil-A

Chick-fil-A Brand Principals

Chick-fil-A Brand Principals :: Food

Chick-fil-A Brand Principals :: People

Chick-fil-A Brand Principals :: Cows

Chick-fil-A Brand Principals :: Influence

The growth of mobile

Average cost of a computer in 2009 was $709 globally

Source: Murdoch

Cost of an iPhone 3GS $49

Source: AT&T

Source: Kozuch

Mobile phone subscribers per 100 inhabitants 1997-2007

Economies of scale

Source: Redline

Moore’s law

Source: Edward/Osborne Executive

Turning consumers into the advertising message.

Personas

1. Tech savvy moms2. Smartphone users3. Teens4. People that like chicken

Results

Metrics

1. Over a million impressions on our ad campaign2. 280% growth in consumer engagement3. 25% increase in facebook “likes”4. 10% lift in sales compared to any other Friday

The End

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