ATLANTA — Engauge Digital is helping Chick-fil-A promote Cow Appreciation Day, which rewards customers who go to any Chick-fil-A on this day wearing cow-related apparel. On July 11, 2008, Chick-fil-A customers in any type of cow apparel receive a free sandwich, while those fully dressed as a cow receive a combo meal.
Engauge Digital developed an interactive marketing campaign to encourage participation and increase consumer awareness of the event.
The campaign's microsite (www.CowAppreciationDay.com) showcases 10 ways customers can dress up to receive a free sandwich or combo meal. Each day, one new idea will be displayed on the homepage. Users also can download spots and a cow mask to use on the day of the event.
In addition, the campaign leverages social networking and community outreach. Cow Appreciation Day "event pages" in Facebook provide a way for users to invite their friends to participate, while messages in Chick-fil-A related groups are used to promote the event. The promotion also makes use of blogs and forums, MySpace and e-mail marketing, as well as outreach to several local community groups.
