chick fil-a going mor mooobile
DESCRIPTION
A QSR (Quick Service Restaurant") mobile strategy group project for my Mobile Marketing course.Our group choose Chick-Fil-A and built onto their current existing mobile App. Our app is “Eat Mor Chikin” Campaign, you would be interested how we built on to the current mobile strategy of the company with our “Eat Mor Chikin” Mobile App. In a nutshell, the app is centered around the target consumer, busy moms, including social gaming and coupon elements as engagement tools.TRANSCRIPT
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GOING MOR MOOOBILEChris Clark, Simran Chandok, Brittany Davies, Jon Moskowitz, Jane White
Chick-fil-a Background
• First in-mall QSR introduced in 1967
• Second largest U.S. quick service chicken restaurant
• Over 1,400 stores in 39 states • 2010 System-wide sales
reached $3.5 billion • 11.37 % increase• 5.62% increase in same-
store sales
• Based strongly on family and faith, Chick-fil-A is the only fast food chain closed on Sundays
• Main attraction is the taste of chicken their sandwiches known as “the healthier alternative to hamburgers”
• Huge supporter of the Win Shape foundation
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• In 1995, a renegade cow painted "EAT MOR CHIKIN" on a billboard.
• Today, the cows’ herds have increased and their message reaches millions:• Television• Radio• Print• In-store• Mail• Email• The internet & Social Media• Mobile phones• Merchandise• Sponsorships • Billboards and the occasional water
tower
Marketing & Branding: The Cowz Rule
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Mobile Initiatives: They’ve done a lot• Corporate: Store Locator
app• Corporate, Cowz &
Franchisee use SMS • Franchisees use mobile
Check-ins• Corporate and Cowz
tweet• Ringtones
Aprul Foolz, weer not going aneewher. Sorre bugur eaterz. Eat mor chikin. Did we get U?
Worried about:
• Economy/
jobs
• Education
• Healthcare
Target Consumer: The Busy Mom
Female 30-45
Married with
children
Employed
HHI: $45K+
College grad
45%
Use Smartphone for gaming at least once a week
• Relies on & appreciates coupons• Gets coupons from emails & texts
Social:
• Uses Facebook &
• Plays online
social games
87%
• Having kids eat healthy is a top priority• Eating right is less of a priority for themselves
• Generally feel good about themselves, except physical appearance
• Finding time &motivation to exercise is a challenge
Strong bonds:• Family• Friends• Community• Online friends
Mobile Activity:• Text • Picture mail• Go online• Download apps and games
iOS or android are her mobile operating systems• Likely to buy
more from
companies that
add value to
their lives
• Philanthropy is
important
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Overall Mobile Objectives/GoalsCurrently CFA has a loyal base of customers but they need to eat
more chikin!
Strategy:
Create awareness and leverage highly engaging app with core target to increase engagement, loyalty and frequency of purchase while extending brand reach through viral social sharing
Goals:
Achieve 200,000 app downloads in the first 2 weeks of app upgrade
Encourage users to habitually engage with app and find stores to patron. Increase average user engagement time in app from 1 minute to 3 minutes.
Achieve a 30% coupon redemption within first 6 months of launch.
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Sneekee Cowz & Angree Chikins a Social Game that rewards with Chick-fil-A coupons
Cowarize wheel: enter desired calories for a meal and get suggestions/solutions.
Gota no where to go to eat chickin and redeme pirizes
Wholly Cowz, There’s An App 4 That Introducing the “Eat Mor Chikin” iOS App
Menu with nutritional information
Find a Chick-fil-A
Find, Win & Share Chikin
Win Free Chikin
Cowzarie Wheel
Menu & Nutrition
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It’s a game
• Snekee Cowz & Angry Chikins– A fun, interactive game that awards points/coupons to those
who play, the more regularly you play, the more you can win• Think Angry Birds with a touch of hidden
object/bejeweled:– The sneekee cowz catapult the chikins to the CFA restaurant– Occasionally the chikins hide, so a hidden object game pops
up, or bejeweled type game comes up– Sometimes the chikins tip the cowz causing havac
• Strong social aspect to invite/challenge friends with extra rewards for social sharing
Snekee Cowz & Angree Chikins
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Angry Birds with a touch of hidden object/bejeweled
• A fun, interactive game that awards points/coupons to those who play, the more regularly you play, the more you can win– The sneekee cowz catapult the chikins to the CFA restaurant– Occasionally the chikins hide, so a hidden object game pops up, or
bejeweled type game comes up– Sometimes the chikins tip the cowz causing havoc
• Strong social aspect, invite/challenge friends with extra rewards for sharing
• Trigger pop ups related to CFA events• Coupons have short expirations to
encourage incremental visits Snekee Cowz & Angree Chikins
You Won! FREE FRIES
Play to win
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Finding the right food
MENU
Classics
Salads & Wraps
Side Items
Breakfast
Deserts
Drinks
Kids Meal
Trays
Touch item for Nutrition Info
Meal Calculator
Find a Chick-fil-A
Find, Win & Share Chikin
Win Free Chikin
Cowzarie Wheel
Menu & Nutrition
Meal Calculator
Adapt the existing On-Line Meal Calculator into a Mobile App to view the menu and see a traditional view of nutritional content
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“Urban Spoon” like Cowzarie Wheel
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Why the App Makes CentsCustomers have told us App needs improvement
• Comments result in an overall 3 Star Rating– Interested in menu and nutritional information
• Comments:– “Needs more”– “Need menu & nutrition info”
• Target likes social/mobile games, likes to win prizes/coupons and share with friends
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Why App Makes CentsGaming & Nutrition Trends
• Trend among the target audience towards mobile gaming:• “More women are playing Farmville than watching soap operas *• 85% of Moms user games and/or apps regularly*
• 57% of those moms are earning and spending virtual currency daily
*Zynga brand advertising Manny Anekal Monday, 14th March 2011***Source: The Nielsen Co. GamePlay Metrics
Why App Makes Cents Moms - Coupons & iPhones
• Mom & Coupons– 2 out of 3 working Moms use
coupons monthly*– 46% of working Moms are more
likely than the average adult to get coupons from email or text*
*Momentum data**Nielsen data
So we’ve built the app, how do we get them to come
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Pushy Cowz drive app downloads
• Quickly Create The Buzz that Drives App Downloads– Soft Dollars
• In-Store signage and packaging (tray liners, bags, posters)• Existing Social media FB and Twitter• Tags on all traditional media that drive to downloads• Promote on website and Cow website
– Marketing Budget:• Create one YouTube video to show app and philanthropic reason to
download ($9,000)– Promote this on Blogs, Facebook and Emails
• PR & Blogger Outreach Lots of Mommy Bloggers already eat CFA news up ($10,000)
• Email app promotion to CFA list ($25,000)
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2 clever hooks accelerate downloads
• A $100K donation will be made to Winshape if 200,000 downloads are reached by 9/30
• By downloading and playing with the app, consumers are entered into a sweepstakes for a chance to will tickets to the 2011 chick-fil-a bowl
• These ideas will be key in all September communications when the app is launched
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Engage with TextSMS Campaign Goals & Messaging
• Purpose: To drive downloads of “Eat Mor Chikin” iOS App
• Goal: 20k+ Downloads in the First Two weeks of campaign from SMS
• 350k CFA List– When 100,000 overall goal is achieved,
Chik-fil-A will donate 100,000 to the WinShape foundation (separate budget)
• Execution: – Existing customers on mobile SMS
list: send SMS about new application
– Prospects: Host vanity code for 1 year.
• SMS Campaign Costs: – Total Spend: 56K (6K short code, 50K
messaging)– Avg. Cost per SMS message: .056
• SMS Messaging our Chick-Fil-A List: – Week 1: Visit http//i.eatmorchikin.com
Download the Eat mor Chikin app to play Sneekee Cowz. Text Stop to end
– Week 2: Don’t forget to download our updated app! Win tickets 2 Chick-Fil-A Bowl 2011 Text Stop to end
• •Vanity Code for those not on our List:– Reply Copy: Visit http//i.eatmorchikin.com to
download Play 2 win tickets to the 2011 Chick-Fil-A Bowl. Text Stop to end.
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So What’s it cost?The Budget
• Mobile Application: $250,000– Includes development on iPhone
platform• SMS Campaign Marketing Promo: $56,000
– Registering and leasing “WHOLLY” vanity short code costs $1,000 per month for duration of campaign. $6K
– Deliver 1 million impressions– Using Bulk SMS Pricing 10000 for $500
(.05 per sms) 1000000 SMS would cost $50K
– Total $56K
• Other Mobile Application Marketing Promotion: $44,000
• YouTube video ($ 9,000)• PR & Blogger Outreach ($10,000)• Email ($25,000)
Total Spend: $350,000
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How it Rolls OutCampaign Schedule
1 Month Planning & Research
4 Months DevelopmentBuild enthusiasm with
franchiseesDevelop Promotional
Materials
1 Month TestingApple approval
Produce Promotional Materials
Application LaunchHeavy Marketing focused on
driving initial downloadsFirs t 2 weeks of 6 months
Ongoing Promotion6 Months
Review Success & Expand Application after Analysis
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ROI
Show Me The
MOONEY
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What did we assume?
Drivers to app downloads
95%31%
25%35%
have mobile phone1
have smartphone2
with Apple Platform3
download apps 2
Social media incremental reach4 279%
Started with Impressions /Effective Reach
TOTAL DOWNLOADS = 659,562240,000 IN THE FIRST 2 WEEKS
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How this is possible?4.4 MM likes/fans 12.2MM Weekly Visitors
72M Followers
240,000+ Monthly Visitors
Email List 750M+
350M + opt-ins
Driving Downloads
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Sept Oct Nov Dec Jan Feb 6 mo Total Running Total Downloads 530,162 556,046 581,675 607,304 633,933 659,562 659,562Active user retention 72% 23% 16% 16% 16% 16% 0%
Sept Downloads 381,717
121,937
84,826
84,826
84,826
13,572
842,958
Oct -
18,636
5,953
4,141
4,141
4,141
37,014
Nov -
-
18,453
5,895
4,101
4,101
32,549
Dec -
-
-
18,453
5,895
4,101
28,448
Jan -
-
-
-
19,173
6,125
25,298
Feb -
-
-
-
-
18,453
18,453
Monthly Active Users
381,717
140,573 109,232 113,315 118,136 121,746 984,719
Key ROI Assumptions
659,562 DOWNLOADS IN FIRST 6 MONTHS
984,719 ACTIVE USERS OVER 6 MONTHS = 164,120 active users per month
Active User Rate
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Key ROI Assumptions984,719 ACTIVE USERS OVER 6 MONTH PERIOD
100% WIN COUPON 1X MONTH
$143,147/ $350,000 = 41% ROI
32% use coupon for one incremental visit/purchase per month = 315,110
$10.50Average value of visit = $ 3,544,535 Minus Cost of $1.00 Coupon ($315,110)
$3,410,004 TOTAL INCREMENTAL SALES MINUS COUPON
20% Profit margin $ 493,147 Minus Campaign Expenses ($ 350,000) App: $250K, SMS: $56K, Email: $25K, PR/Blogger: $10K, Video:
$10K $143,147
12 MONTHS WITH PROGRAM: ROI IS 228%
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Are we on track?Measurements of Success
• App downloads – 200,000 in first 2 weeks
• Coupons redeemed – 300,000 + in first 6 months
• Time spent engaged with app and returns– 3+ min per visit
• Ultimately, incremental sales
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What’s next/future vision
• Track, measure and enhance mobile plan• Android Release• Continuous expansion of game
– Include more rewards/prizes & program and updates
• Consider launching kids game as part of application
• Continue to promote and build buzz around app – Leverage key Chick-fil-a events
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Questions?
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Thank U
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“Roulette” like Cowzarie WheelCowzarie Wheel
Welcome ToWelcome To
Cowzarie Wheel
Cowzarie Wheel
Enter calories & select product
Enter calories & select product
Salads
Classics
Wraps
Side Items
Breakfast
Drinks
Deserts
Dressings
Cowzarie Wheel
790Calorie
s
790Calorie
s
Spicy Chicken Wrap: 410 Cal
Sweetened Ice Tea: 90 Cal
Icedream: 290 Cal