Over 30,000 coupon redemptions Over 20,000 new app users 38% increase in app downloads

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.

Chick-fil-a app

The solution

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 success

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:

Over 30,000 coupon redemptions Over 20,000 new app users

Promotional Strategy

To support the in-arena promotion, the Sacramento Kings leveraged a variety of channels to engage their fan base including:

App Push Notifications

In-Arena Marketing:

  • Digital Ribbons and Concourse Televisions
  • PA Announcements In-Game
  • On Screen Visual Ticker Counting 3-Point Baskets

Radio reads

Organic Social Media Posts

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