We turned consumers into the ad message, using social check-ins before check-ins were even available on Facebook. We didn’t invent the Chicken, or the Chicken Sandwich, just a way to incentivize earned media and drive sales through social engagement.
The “Check-in For Free Chicken” promotion focused on people who like Chik-Fil-A's juicy, delicious chicken sandwiches.
The campaign turned customers into the ad message by incentivizing their social check-in for a free Chicken Sandwich. But who only eats a sandwich? You've got to get some waffle fries and a drink.
This phased marketing strategy started with traditional flyers, a custom Facebook application, and spread from there with paid and earned media through individual check-ins.