As social media experts we have seen many a brilliant social media campaign take off and we applaud companies who think outside of the box.
That’s why Chicken Treat’s social genius made waves in the Konnect office this week.
If you haven’t heard of Chicken Treat before this week, that’s okay. We hadn’t either. It’s a quick-service restaurant chain in Australia that happens to have a fantastic social media campaign happening right now:
At first glance, their Twitter page looks like it was overtaken by a drunk toddler.
But if you scroll just a bit farther, you’ll see the reason behind the strange tweets – Betty the Chicken has taken over Chicken Treat’s feed. The goal: Make Betty the first chicken in the world to legitimately tweet. If she types out a five-letter word recognized in the English dictionary, she takes the title.
It’s ridiculous. It’s also social media marketing genius. By simply placing a keyboard inside Betty’s henhouse, the company managed to make national and international headlines, gain social media followers and get #ChickenTweet to be a trending topic on Twitter.
Betty continues to tweet daily, with her social media handler occasionally stepping in to give an update on how things are going in the henhouse.
Why It Works
1. It’s unique.
“A chicken is tweeting.” That sentence alone makes users stop in their tracks and want to learn more.It’s engaging and a topic of discussion that extends beyond their regular fan base.
2. It’s engaging
This stunt is more than just a chicken attempting to tweet. Users have a reason to stay involved and root for Betty – she’s trying to become the world’s first chicken to send a tweet. Fans are compelled to visit (and follow) Chicken Treat’s account to see if she succeeded.
3. It’s on brand.
No one is thinking about the fact that they’re ordering a fried serving of Betty’s cousins. They’re thinking about Chicken Treat’s mascot, Betty the Chicken and the fun the brand is having online. Chicken Treat isn’t even mentioning their products. They’re just establishing their brand voice in an engaging, hilarious way.
We commend Chicken Treat’s publicity stunt – simple, low-budget, fun and most importantly, memorable. The result? A lot of chicken scratch and even more impressions.