The Domino’s Points for Pies promotion, which offered points to consumers who used the Domino’s app to take a picture of a pizza (even a competitor’s), proved two things. First, it showed that investing in sophisticated technology for a short-term promotion can pay off. Second, and more importantly, it showed that getting consumers to digitally engage with a brand in fun, unorthodox ways can introduce consumers to a brand ecosystem and convert them to loyal buyers. Now, we’re seeing another QSR brand thinking outside-the-box to engage consumers with its website.
 
For 67 years, Church’s Chicken employees and guests have been creating their own Church’s menu items and sharing those items via word-of-mouth. On Tuesday, September 10th, Church’s encouraged its fans to find some of these delicious “secret menu hacks” by participating in a new digital scavenger hunt located on Churchs.com. Clues were shared on Twitter, Facebook, and Instagram to help fans uncover these underground “product mash-ups” hidden on the Church’s website. The first person to locate the secret menu hidden inside the Churchs.com website will win a year’s supply of Church’s Chicken.
 
“At Church’s, we’re always looking for fun ways to engage with our guests, whether it’s asking them to help us name a new product, suggesting new flavor combinations, or rewarding them for being longtime loyal fans,” says Alan Magee, Vice President of Digital Marketing & Technology at Church’s. “This is the ultimate form of crowdsourcing. By tapping into the creativity of our guests, new menu hack ideas will continue to be added to our now not-so-secret, secret menu.”
 
Wunderman Thompson, iStrategylabs, and Ink Link Marketing developed the digital scavenger hunt for Church’s Chicken. The secret menu hacks were compiled from submissions from restaurant team members and Church’s guests. The menu hacks range from the original Jalapeño Squeeze, which adds an extra-spicy kick to Church’s signature, hand-battered chicken, dating all the way back to 1952, to the more recent Frosted Honey-Butter Biscuits, topped with sweet white apple pie icing, which were made available exclusively for home delivery earlier this year. 
 
The winner of the digital scavenger hunt will be announced on social media, along with details on how Church’s super fans can create the secret menu hacks at their nearest US restaurant. The brand has also encouraged guests to submit their favorite secret menu hack to the brand.
 
This seems like a promising promotion. It takes an asset—i.e., the brand’s longstanding secret menu—and turns it into something consumers can engage with in an interesting, gamified manner. It will be interesting to see if the secret menu becomes a focal point for Church’s marketing and loyalty efforts.

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