Chick-fil-A and ESPN Internet Ventures plan to use Internet coupons to get fans at home involved in the Chick-fil-A Peach Bowl college football game on Jan. 2.
Beginning Dec. 26, visitors to ESPN SportsZone will be able to download and print a "buy one, get one free" Chick-fil-A sandwich coupon. The coupons will remain online until Jan. 2 and will be good through Jan. 9.
For Chick-fil-A, which just recently launched a home page, the use of the Internet to drive customer traffic is a new marketing tool. Chick-fil-A has more than 760 locations nationwide, of which about 100 are franchisees. Franchisee stores will have the option to accept the coupons or not.
"It's really one medium feeding another, which in turn will drive traffic to our locations," said David Salyers, Chick-fil-A senior director of marketing. "We have no idea what to expect. It could be hundreds of thousands of these coupons printed."
The coupon promotion, created by Chick-fil-A agency Richards Group, Dallas, uses features of the chain's TV and print ad campaign, which shows cows trying to persuade people to "Eat mor chikin."
ESPN announcers will talk about the promotion during the Peach Bowl telecast. Chick-fil-A also will promote the Web site coupons in 5-second tags in its five 30-second spots set to run during the game.
Copyright December 1997, Crain Communications Inc.