ATLANTA Church’s Chicken said it has launched two advertising platforms to interact with young, urban consumers. In addition to offering coupons via text message in a promotion called Be Heard, Church’s also will target a more multicultural demographic through a partnership with publishing label Surge to promote “Afro Samurai,” a video game that combines Japanese-animation themes with hip-hop.
This is not the first time the chain has “connected drumsticks and joysticks,” officials said. Last year Church’s promoted the release of video game “Soulcalibur IV” with an online sweepstakes in which nearly 20 percent of its 17,300 entries yielded customers who opted to receive coupons and promotional information from the chain. Church’s said last year’s “advergaming” promotion also increased its website traffic by an average of 30 percent.
“Making sure that marketing campaigns are relevant while resonating with our customer base is vital and always our key ingredient in planning,” said Farnaz Wallace, Church’s executive vice president and chief marketing officer. “The urban youth market is the second-largest and fastest-growing segment in the U.S. and an audience we see emerging as one of our core customers. It just makes sense to reach out to them in nontraditional media platforms where they socialize and play to supplement long-term brand building and recognition within this important group.”
Other quick-service chains have used video games for brand building. Dairy Queen licensed its trade dress and operational insights for the recently released “DQ Tycoon” game, in which gamers run their own virtual restaurants and manage Dairy Queen staffs and the development of Blizzard flavors. Burger King has developed three video games around its mascot, The King, and sells them in its stores. Meanwhile, Pizza Hut, Zaxby’s and the Coffee Bean & Tea Leaf placed branded virtual stores in the background of the “Midnight Club LA” video game.
Church’s latest video game effort is based on the animated series “Afro Samurai,” which stars Samuel L. Jackson and airs on SpikeTV in the United States. The game will be released Tuesday for the Xbox 360 and Playstation 3 game consoles.
Church’s will promote the game with in-store merchandising and national TV and radio support in urban markets. It also will launch an Afro Samurai sweepstakes, in which customers would be eligible to win a $7,500 grand prize, a customized Afro Samurai iPod, a copy of the game or a video game console.
Wallace said the Entertainment Software Association had found that 65 percent of American households play computer or video games. “We made a strategic decision to be more steadfast in spending time, research and money in targeting to this growing, influential segment,” he said.
Church’s also will team up with Coca-Cola to implement the Be Heard text message advertising campaign. Customers opt in to the program by answering four survey questions about their latest visit to a Church’s restaurant and texting a code they receive to a number the company provides. They then receive coupons for different offers and are entered into a contest to receive $1,000 in cash.
“Brands will be tested and graded on how their traditional marketing tactics intersect with emerging trends and digital pastimes,” said Jennie Hong, Church’s director of marketing services and communication. “Our loyal fans can expect us to deliver more value-driven promotions, whether through traditional or new media, that successfully connect and effectively resonates with them in the near future.”
Church’s operates or franchises more than 1,600 restaurants in 20 countries.
Contact Mark Brandau at [email protected].
