Chicken Licken wanted to reward its customers, but needed a unique way to share something special with them. The idea of a secret menu was born, but how could we share something that was meant to be kept under wraps?
We convinced international site, HackTheMenu.com to include its first South African brand – Chicken Licken on their site. This explained how to access the secret menu. We then ‘leaked’ this information to a top South African blogger and word quickly got out. We also got online influencers tweeting about the secret menu, encouraging fans to tweet @ChickenLickenSA asking for the code.
The trick? We only DMed people who asked for the code, by never publicly admitted the news. This kept a sense of exclusivity and curiosity around the brand as well as encouraged people to follow and find out. This campaign increased web traffic by over 40% and over 800% growth in external referrals.
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