Chick-fil-A - Big 12 Football Championship

Objective
To provide an enthusiastic staff that positively represents Chick-fil-A and its sponsorship of the Big 12, while creating a buzz and generating an overall increase in awareness for Chick-fil-A.

Program
In accordance with its sponsorship, Chick-fil-A was on-site in both downtown Houston and at Reliant Stadium for the Big 12 Football Championship Game. During this time, Makai sourced, secured and managed Chick-fil-A’s team of staff that included two mascots, a live M.C. and 20 field staff. The staff interacted with all fans in attendance. They also managed an interactive game, escorted the mascots, took photos, awarded prizes, distributed coupons, spirit boards and provided samples of Chick-fil-A’s Fudge Nut Brownie.

Result
The staff generated approximately 109,107 brand impressions. In addition, the staff distributed approximately 18,000 coupons, 8,500 spirit boards & took approximately 1,400 Polaroid photos with the Eat Mor Chikin Cows over the 2 days. The introduction of a M.C. also proved to be a very successful element.