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.

1. Going morMooobile Chris Clark, SimranChandok, Brittany Davies, Jon Moskowitz, Jane White

3. Second largest U.S. quick service chicken restaurant

4. Over 1,400 stores in 39 states

5. 2010 System-wide sales reached $3.5 billion

6. 11.37 % increase

7. 5.62% increase in same-store sales

8. Based strongly on family and faith, Chick-fil-A is the only fast food chain closed on Sundays

9. Main attraction is the taste of chicken their sandwiches known as “the healthier alternative to hamburgers”

11. Today, the cows’ herds have increased and their message reaches millions:

12. Television

13. Radio

14. Print

15. In-store

16. Mail

17. Email

18. The internet & Social Media

19. Mobile phones

20. Merchandise

21. Sponsorships

24. Friends

25. Community

26. Online friends

27. Likely to buy more from companies that add value to their lives

29. Picture mail

30. Go online

31. Download apps and games

32. Relies on & appreciates coupons

33. Gets coupons from emails & texts

34. Having kids eat healthy is a top priority

35. Eating right is less of a priority for themselves

36. Generally feel good about themselves, except physical appearance

38. Education

40. Plays online social gamesThe Mobilizers

41. Overall Mobile Objectives/Goals Currently 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.

42. Wholly Cowz, There’s An App 4 That Introducing the “Eat MorChikin” iOS App Find, Win & Share Chikin 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. Win Free Chikin Cowzarie Wheel Menu with nutritional information Menu & Nutrition Gota no where to go to eat chickin and redeme pirizes Find a Chick-fil-A

44. A fun, interactive game that awards points/coupons to those who play, the more regularly you play, the more you can win

45. Think Angry Birds with a touch of hidden object/bejeweled:

46. The sneekeecowz catapult the chikins to the CFA restaurant

47. Occasionally the chikins hide, so a hidden object game pops up, or bejeweled type game comes up

48. Sometimes the chikins tip the cowz causing havac

49. Strong social aspect to invite/challenge friends with extra rewards for social sharingSnekeeCowz & AngreeChikins

51. Trigger pop ups related to CFA events

52. Coupons have short expirations to encourage incremental visits SnekeeCowz & AngreeChikins

53. Finding the right food Touch item for Nutrition Info Meal Calculator Find, Win & Share Chikin MENU Win Free Chikin Classics Cowzarie Wheel Menu & Nutrition Find a Chick-fil-A Salads & Wraps Side Items 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 Breakfast Deserts Drinks Kids Meal Trays

54. “Urban Spoon” like Cowzarie Wheel

55. 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

57. “More women are playing Farmville than watching soap operas *

58. 85% of Moms user games and/or apps regularly*

59. 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

60. Why App Makes CentsMoms - 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

61. So we’ve built the app, how do we get them to come

62. 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)

63. 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

64. Engage with TextSMS Campaign Goals & Messaging Purpose: To drive downloads of “Eat MorChikin” 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 morChikin app to play SneekeeCowz. 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.

66. YouTube video ($ 9,000)

67. PR & Blogger Outreach ($10,000)

68. Email ($25,000)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 Total Spend: $350,000

69. How it Rolls OutCampaign Schedule

70. ROI Show Me The MOONEY

71. What did we assume? Drivers to app downloads Started with Impressions /Effective Reach 95% have mobile phone1 31% have smartphone2 25% with Apple Platform3 35% download apps 2 279% Social media incremental reach4 Total Downloads = 659,562 240,000 in the first 2 weeks

72. How this is possible? 4.4 MM likes/fans 12.2MM Weekly Visitors 72M Followers Driving Downloads Email List 750M+ 240,000+ Monthly Visitors 350M + opt-ins

73. Key ROI Assumptions Active User Rate 659,562 Downloads in first 6 MOnths 984,719 Active Users OVER 6 Months = 164,120 active users per month

74. Key ROI Assumptions 984,719 Active Users over 6 month period 100% Win Coupon 1x month 32% use coupon for one incremental visit/purchase per month = 315,110 $10.50 = $ 3,544,535 Average value of visit Minus Cost of $1.00 Coupon ($315,110) $3,410,004 Total Incremental Sales Minus Coupon 20% Profit margin Minus Campaign Expenses ($ 350,000) $ 493,147 App: $250K, SMS: $56K, Email: $25K, PR/Blogger: $10K, Video: $10K $143,147 $143,147/ $350,000 = 41% ROI 12 months with program: ROI is 228%

75. 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

76. 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

77. Questions?

78. Thank U

79. “Roulette” like Cowzarie Wheel Cowzarie Wheel Cowzarie Wheel Welcome To Cowzarie Wheel Spicy Chicken Wrap: 410 Cal 790 Calories Icedream: 290 Cal Classics Dressings Salads Enter calories & select product Sweetened Ice Tea: 90 Cal Wraps Deserts Side Items Drinks Breakfast