Billboard of the Week - Chick-fil-A
Tuesday, October 6, 2009 at 08:55PM Are you looking for new ways to drive buzz at retail in the marketplace? Are you looking to leverage sports without investing in corporate partnerships?
The Chick-fil-A location in North Canton, OH recently used its outdoor marquee signage to poke a little fun at the hometown Cleveland Browns. The franchisee posted a sign that read "Like the Browns We Take Sundays Off" - a message that remained up for two (2) days.
While this messaging strategy could possibly backfire (alienating avid Browns fans, especially right in the team's backyard), it also could serve as a pivotal way to drive buzz. After all, Browns fans can take a creative joke these days about their favorite team's demise, right? Either way, consumers will remember the signage (and Chick-fil-A in general) each time they pass the location, especially during football season.
The signage serves as an excellent example of ways that retailers can leverage sports without investing a significant amount of dollars in corporate partnerships. By simply recognizing sports and related events taking place (similar to Trader Joe's local market strategy), retailers can tap into the passion of fans without actually being directly associated. Look for more creative examples of sports branding at retail to come in future weeks!
Source: DC Sports Daily's Twitter Feed