The Mobilizers

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 &

Twitter

• 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