Social

Chick-fil-A has a unique situation in the social space. Since the Cows are treated as their own entity (one tasked with making the world a burger-free place) they have a separate presence on social media apart from Chick-fil-A’s corporate one. This gives us the opportunity, on occasion, to have dialogues between the corporate account and the cows.

APRIL FOOLS' DAY
In 2013 we decided to have a little fun with our fans for April Fools' Day. With an image and lockup that mirrored the look they had at the time, Chick-fil-A announced via social media the introduction of their newest menu item: The Steak-Filet Sandwich.
Response was quite positive until people quickly realized the implications of such a menu offering in regard to their beloved Eat Mor Chikin Cows. And the cows noticed those implications as well. For the entire day we had the cows react with shock, betrayal, and calls on their fans to change Chick-fil-A’s cheatin' heart.
When we announced it had all been a prank, the cows were relieved and the fans had had a good bit of entertainment.

COW APPRECIATION DAY
One day a year, Chick-fil-A restaurants across the country host “Cow Appreciation Day.” Any of their customers who dress up as cows get free meals or sandwiches. What better day for the cows to celebrate on social media than one designed especially for them? We created a good deal of pre-event content to let people know it was coming, then got into a digital command center and interacted with fans and influencers the entire day of the event. We had the cows comment on everything from how good fans looked when they posted their pics to how excited they were for the day in general. We monitored influencers to immediately respond to any mentions and got #CowAppreciationDay trending.

Pre-event gif

CFA159998_CADTwitterStatics_1024x512_0001_PREVIOUS NIGHT.jpg

Celebration Cow gif

It's Cow Appreciation Day! Celebrate.

Cow judges

Response tweet when customers posted pics of themselves wearing cow costumes.

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Response tweet when we saw people trying to decide what to get for lunch.

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Response tweet when customers posted pics of themselves wearing cow costumes.

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Tweeted to a fan who painted her nails with cow spots.

MARCH MADNESS
The cows sometimes just take things their fans are interested in and jump in on the conversation. Such was the case with March Madness. The cows created posts to play off everything from the term “Cinderella Story” to what their brackets would look like to specific events happening in-game.

Cinderella Story

This was used real-time whenever the term was applied to teams. The accompanying post was: Everywun luvz a gud Cinderella storee, like when cowz win cuz peepl chooz chikin insted.