Bring the Backyard Back Recap..........................................

Our assignmentDevelop a 2014 market-level campaign for Atlanta that leverages media and event activation to increase overall

grilled product and sales, during and after the promotional timeframe.

The approachLeverage a unique sampling opportunity and a promotional contest that gives Raving Fans a once-in-

a-lifetime experience to drive trial, purchase and engagement.

“Bring the Backyard Back”

Promotion Overview

Launch Activation: Bring the Backyard Back kicked off with a Bring the Backyard Store-Level event on May 5.

Restaurants sampled NEW Grilled Product in the drive-thru and dining room, and set up mini backyards featuring chairs

and picnic blankets.

The first 500 people at each store received a Grilled Chicken DOC toward their next visit, and information on the

#BeBraveGoGrilled sweepstakes.

Chick-fil-A knocked it out of the park with a Bring the Backyard Back photo sweepstakes! Customers snapped photos of

family and friends enjoying fun outdoor activities. If customers tagged their photos via Facebook, Instagram or Twitter with

#BeBraveGoGrilled they were entered for a chance to be one of 25 lucky customers (and their families) to get to play in

the Braves’ backyard - Turner Field!

Store-Level Actiavtion Bring the Backyard Back offered a scalable program that aligned

with different store formats and pricing levels for activation elements

and labor.

Example Store-Level Engagement In total, there where (6) activation levels to execute from:

Activation level 1

Free-standing unit—large Drive-Thru/parking lot

Activation Elements w/suggested resources: Mini-grill with tall legs $37.97

2-5 Folding lounge chairs (cost is per chair) $29.98-$59.96

Rolling Cooler (Lid up with display water & ice) $29.99

Cornhole or ladder golf game (optional) $25.00-$70.00

Small inflatable pool $29.99

Ball $0.97

Blanket $22.00

Contest real estate sign (supplied by market) $0.00

Drive-Thru signage $0.00

Total:

$150.90-$250.88

Sampling/Labor: (2) Staff for sampling (11am-6pm)

$10 average rate

Example Execution Level

Sweepstakes Overview Braves Sponsorship Activation: Backyard fun and games come to Turner Field! While the Braves are away on June 21,

winning participants from the #BeBraveGoGrilled sweepstakes will enjoy free food from Chick-fil-A, play like the pros in

wiffle ball games, and watch the Braves game on the Jumbotron!

One lucky winner receives the Ultimate Backyard—Chick-fil-A $250 gift card, a new stainless steel grill, cornhole set—and

no backyard would be complete without the inflatable pool!

Social Media

Braves.com Social Media

Homepage TakeoverImpressions: 1,070,624Clicks: 2,610CTR: .25%

Braves.com Social Media

Instagram Landing PageEntrants: 396

Chick-Fil-A media wall panel rotated on the Braves.com homepage for the duration of the promotion.

Braves.com Social Media

Facebook Posts: (2)Impressions: 368,379Likes: 3,281Photo Views: 2,127

Twitter Posts: (2)Clicks: 608

Instagram Posts: (1)Likes: 6,473

Braves.com Social Media

Email BlastTotal Emails: 313,759Total Opened: 53,566Total Clicks: 1,767CTR: 3.28

Atlanta Market Facebook Posts

Facebook Posts: (6)Total Reach: 99,121Engagements: 1,535

Market Sponsored Social Media

Facebook Posts: (17)Impressions: 871,266Clicks: 7,859CTR: .90%

Twitter Post Impressions: 59,470Engagements: 1,991

#BeBraveGoGrilled

#BeBraveGoGrill Stats

#BeBraveGoGrill Stats

#BeBraveGoGrill Stats

Thank you!

from your friends at Momentum