CHICKEN!!! A Victory in Engagement
It is only appropriate that I sit down to write my February blog the day after the Indiana State Poultry Association’s “Evening Under the Stars” banquet. I was blown away by the camaraderie at this event that includes all aspects of Indiana’s poultry industry. Fun fact – the poultry industry in Indiana is responsible for as much as $15.07 billion in total economic activity through the state, creating or supporting more than 49,000 jobs. That is not “chicken feed!”
Along with thinking about the flock, I am thinking about the Purdue Men’s Basketball team quite a bit nowadays as we enjoy this awesome, fun season. These topics combine for my blog topic: engaging marketing.
A new promotion this year during Purdue basketball games is “performance based.” If the opposing team misses both free throw attempts on a two-shot foul, all fans in attendance receive a free Slim Chickens chicken sandwich the following day by showing their ticket at the Slim Chickens restaurant in West Lafayette or Indianapolis.
I’ve been a Purdue season ticket holder for more than 25 years, and have seen many “if this happens, you get X” – but never anything like this. There is a palpable buzz in the air of the sold out Mackey Arena crowd when an opponent steps up to the free throw line for two shots. The 14,876 fans all start shouting – not “miss it” or some other discouragement – but “CHICKEN!!!” That’s right, “Chicken.” From little kids to old farmers, everyone is now in on the action of possibly winning a free sandwich. Even the broadcast announcers are commenting about the crowd talking about “chicken” and discussing the merits of a crispy chicken sandwich. (Nice TV exposure!)
Yes, I join in the screaming and of course my husband and I stopped by Slim Chickens to get our free sandwich the one time our wishes came true and the player on the opposing team missed both shots.
What makes this promotion brilliant, engaging marketing?
Know your audience! Good for the Slim Chickens folks for keying in on the fact that college kids LOVE free food. (C’mon, admit it, we all do!) Making product promtion so relevant and tangible helps this marketing moment come to life.
The potential for immediate reward: Timing is also important here. There is no waiting to see if x or y happens at the end of the game or season (and you forgot the promotion) – you know instantly when the player is at the line if you get something free.
Encourages active participation: “Maybe if I yell loud enough, the shooter will miss, and I will get a sandwich.” OK, we may not all consciously be thinking this, but I find myself giggling and yelling “CHICKEN” at the top of my lungs - every time. For that moment of the game, all fans are united around the goal of getting a free sandwich.
While I am sure a sports statistician ran the numbers on how many times a player misses both free throw shots, I’m guessing the odds are always in Slim Chickens’ favor that they won’t be passing out 14,000 sandwiches the next day. Visions of chicken sandwiches are stuck in our heads – but not crushing the company’s bottom line.
As you think about your marketing efforts and customer engagement, how many of these success factors do you incorporate? Even if your business isn’t consumer facing, there are lessons to ponder about knowing your audience, scratching the itch of immediate reward, and making promotions fun.
May all your promotions get your target audience yelling your product name at the top of their lungs.... CHICKEN!!!!!!
