When it comes to introducing a new product or service, one's product launch marketing options are limited only to one's imagination.

You can opt to go with one of a variety of standby, traditional marketing tactics: downloadable coupons, free samples, unique giveaways, etc. OR you can opt to stretch yourself and consider trying something a little different.

Chick-fil-A recently received some buzz after doing just that. Teaming with Mobilization Labs (a company recognized largely for their work work with the Jonas Brothers - they helped the then "new" band build an online fan base of over 600,000 in less than 4 months) the QSR launched a new sandwich via an online reservation system that did two three very important things:

1. Informed customers about the new "Spicy Chicken Sandwich" in a personalized, rewarding fashion
2. Provided Chick-fil-A with crucial data regarding their valued customers (Do you know who your most influential customers are?)
3. Supplied Chick-fil-A operators with adequate information to ensure that they were well-stocked (but not overly so) come launch time.

The reservation system - getspicychicken.com - allowed visitors to select a store as well as a timeframe (between March 31st and June 5th) to receive their free sandwich (Facebook, Twitter and email options followed reservations). In the end more than 1 million customers redeemed their "invitation" - and Chick-fil-A was able to track the viral spread to learn more about who their 'most influential' customers are, where and when coupons were redeemed and who redeemed them.

Combining a personalized "invitation", a free lunch and a feeling of elite-ness (you could only receive the new sandwich during the first week with a printed, barcoded "invitation" in your hand) Chick-fil-A brillantly (and seemingly very successfully) launched their new sandwich (while gaining valuable customer data) that is sure to help them plan future local store marketing events!

I am always fascinated by the different, seemingly simple, systems or concepts that prove to be immensely successful. Chick-fil-A's product launch marketing tactic managed to make customers feel that they were receiving a personalized benefit, franchisees feel adequately prepared, while also learning a tremendous amount about their demographic. Nicley done.

And if you are really only reading this post because you are curious about the sandwich - check out these reviews:  Review 1, Review 2, Review 3

OR if you are confused as to why Balihoo finds product launches interesting, schedule a live demo with us!