Case Study: Kicking it up a notch for The Chick-fil-A Bowl

Client:

Atlanta Sports Council and Chick-fil-A (2003-2006)                                                           

Assignment:

Increase consumer awareness of Chick-fil-A Bowl, previously the Chick-fil-A Peach Bowl, to enhance reputation of the event and deliver increased brand value to its title sponsor.

Strategy/Implementation:

Proactively worked to obtain coverage outside of the sports pages; created new strategies, such as a Web blog (blog), to generate interest among younger audiences; introduced video news releases as a way to make team markets feel involved in the selection process.

Results:

Placed the first-ever national coverage for this event in USA Today with a feature on the team selection process in 2004; followed up with a second USA Today feature on three games in four days at the Georgia Dome for the game in 2005. Our strategy and implementation resulted in more than 150 print and television placements.