STORY & GOAL
Serving communities across the country with more than 2,400 restaurants, Chick-fil-A can be found inside airports, malls, college campuses, and nestled among the thousands of busy streets connecting neighborhoods in 47 states and Washington D.C.
Through their 2019-20 partnership with the Sacramento Kings, Chick-fil-A looked to extend market awareness focusing predominantly on young professionals, increase app downloads and create brand favorability in the Sacramento market which includes 11 locations.
Through prior partner activations, the Sacramento Kings knew that in-arena promotions with Chick-fil-A were highly successful as nearly three-quarters of fans who remembered seeing a previous promotion recalled (aided) the Chick-fil-A partnership. Additionally, Chick-fil-A was the second most visited QSR among Sacramento Kings fans.
Using that historical data, the Sacramento Kings co-developed an in-arena promotion during the 2019-20 Season called 3 Threez in the 3rd.
During the promotional period, for every game that the Sacramento Kings made three three-pointers in the third quarter, fans in attendance at the game received a push notification from the Sacramento Kings + Golden 1 Center app notifying them that they’d won a free original Chick-fil-A Chicken Sandwich. To claim their prize, fans had to open (or download and install) the Chick-fil-A app while at the game and turn on location services to have the reward added to their account.
The innovative 3 Threez in the 3rd promotion successfully engaged Sacramento Kings fans and drove higher brand familiarity, affinity and increased Chick-fil-A app downloads and adoption in the Sacramento market. Running during seven home games in January 2020, the activation achieved:
New App Users
Increase in App Downloads
To support the in-arena promotion, the Sacramento Kings leveraged a variety of channels to engage their fan base including:
APP PUSH NOTIFICATIONS
Notified fans in attendance that the team reached three three-pointers and prompted app downloads.
- Digital Ribbons and Concourse Televisions
- PA Announcements In-Game
- On Screen Visual Ticker Counting 3-Point Baskets
Promoted activations through messaging on KHTK radio station.
ORGANIC SOCIAL MEDIA POSTS
Posted on Twitter to bring awareness to the activation.