HOUSTON — Chick-fil-A Houston has announced that a recent mobile campaign targeted at driving back-to-school breakfast business was a success, despite the untimely arrival of Hurricane Ike.
This was the first-ever text messaging campaign for Chick-fil-A that used text to supplement radio, point-of-purchase and reader boards for a limited-time offer to win a year's worth of three-count Chick-n-Minis. Mobile FKM, a Houston-based mobile marketing company, created and executed the campaign during the four-week promotion.
The "Chick-fil-A Chick-n-Minis for a Year" campaign was launched as a test pilot for the 47 Chick-fil-A stores in the Greater Houston area. On-air radio spots, in-store POP and text messages to subscribers of radio station mobile databases drove opt-ins. Listeners were urged to text the word "Minis" to 777111 for the chance to win. Additionally, texts for a location finder that would show the nearest Chick-fil-A locations were used by a significant number of Houston commuters.
Tina Murray, Houston-area marketing director for Chick-fil-A, said the chain was pleased with the amount of in-store traffic and positive feedback from the promotion.
"The ability to build and leverage a mobile database is a strategy that is right on target with the rising acceptance of consumers to mobile couponing," Murray said.
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