Chain Leader: Chick-fil-A, long a buyer of traditional advertising, took a step into the World Wide Web with its Biggest Fan video contest.
Chick-fil-A created a video contest, asking customers to plead their case in 60 seconds or less on why they are Chick-fil-A's biggest fans. While the contest was promoted on Chick-fil-A's Web site, it was not supported by point-of-purchase material or media buys. Fan sites such as chickenpack.com spread the word.
The contest ran for two months, from November 2007 through January 2008, and garnered about 100 videos. When videos were posted, they were held for approval before appearing live on the site. The winning video, showing a set of twins who have been customers since they were 4 years old, and the rest of the Top 10 are posted on the site.
The site received about 400,000 hits.
