2. Our assignment
Develop a 2014 market-level campaign for Atlanta that leverages media and event activation to increase overall
grilled product and sales, during and after the promotional timeframe.
The approach
Leverage a unique sampling opportunity and a promotional contest that gives Raving Fans a once-in-
a-lifetime experience to drive trial, purchase and engagement.
4. Promotion Overview
Launch Activation: Bring the Backyard Back kicked off with a Bring the Backyard Store-Level event on May 5.
Restaurants sampled NEW Grilled Product in the drive-thru and dining room, and set up mini backyards featuring chairs
and picnic blankets.
The first 500 people at each store received a Grilled Chicken DOC toward their next visit, and information on the
#BeBraveGoGrilled sweepstakes.
Chick-fil-A knocked it out of the park with a Bring the Backyard Back photo sweepstakes! Customers snapped photos of
family and friends enjoying fun outdoor activities. If customers tagged their photos via Facebook, Instagram or Twitter with
#BeBraveGoGrilled they were entered for a chance to be one of 25 lucky customers (and their families) to get to play in
the Braves’ backyard - Turner Field!
5. Store-Level Actiavtion
Bring the Backyard Back offered a scalable program that aligned
with different store formats and pricing levels for activation elements
and labor.
6.
7. Example Store-Level Engagement
In total, there where (6) activation levels to execute from:
Activation level 1
Free-standing unit—large Drive-Thru/parking lot
Activation Elements w/suggested resources:
Mini-grill with tall legs $37.97
2-5 Folding lounge chairs (cost is per chair) $29.98-$59.96
Rolling Cooler (Lid up with display water & ice) $29.99
Cornhole or ladder golf game (optional) $25.00-$70.00
Small inflatable pool $29.99
Ball $0.97
Blanket $22.00
Contest real estate sign (supplied by market) $0.00
Drive-Thru signage $0.00
Total:
$150.90-$250.88
Sampling/Labor:
(2) Staff for sampling (11am-6pm)
$10 average rate
Example Execution Level
8. Sweepstakes Overview
Braves Sponsorship Activation: Backyard fun and games come to Turner Field! While the Braves are away on June 21,
winning participants from the #BeBraveGoGrilled sweepstakes will enjoy free food from Chick-fil-A, play like the pros in
wiffle ball games, and watch the Braves game on the Jumbotron!
One lucky winner receives the Ultimate Backyard—Chick-fil-A $250 gift card, a new stainless steel grill, cornhole set—and
no backyard would be complete without the inflatable pool!
12. Braves.com Social Media
Instagram Landing Page
Entrants: 396
Chick-Fil-A media wall panel
rotated on the Braves.com
homepage for the duration of
the promotion.
