Fried chicken chains have emerged as brand stars of the NIL era. Early adopters with a clear vision of how athletes can help drive their business goals, several QSR spots were among the first to lean in to support student-athletes in a big way. That trend continued on Nov. 9, 2021: #NationalFriedChickenSandwichDay.
The big names in fried chicken activated surrounded the social media holiday, but Atlanta-based Church’s Chicken won the day on social media by making student-athletes the centerpiece of their 2021 #NationalFriedChickenSandwichDay efforts.
It all came together through Opendorse Opportunities.
Utilizing the new Opportunities feature, Church’s posted an open opportunity available to all student-athletes. Athletes read the deal brief in the Opportunities tab of their mobile app and hit “Apply.” Church’s took a few days to review applicants, then began sending deal offers.
Opendorse Opportunities pioneers that leveraged the feature before it was officially in market, Church’s sent 32 deals, which were accepted by 29 athletes. The push also included a TikTok video by Team USA Paralympic Games medalist Colleen Young.
The partnership called for promotion of their Texas-Cut Bacon Chicken Sandwich, stating that the post must go live on Nov. 9 between 11:30 a.m. and 7 p.m. CST. Student-athletes had to live near a Church’s location, purchase food (cost reimbursed through the deal via Opendorse), take a photo/video with the product and post to social media.
Too ambitious? No way. Could everyone follow the details and deliver on time? Of course. The campaign was made easy with Opendorse.
Sign up for Opendorse so you can support student-athletes and replicate Church’s #NationalFriedChickenSandwichDay success for your business.