Bojangles’ Famous Chicken n’ Biscuits recently turned to Eric Mower and Associates (EMA) to kick off a new social media campaign on Facebook. The new web page on the wildly popular social media site marks the first phase of Bojangles’ extending its brand to a digital forum to generate an online presence.
EMA found thousands of Facebook users and hundreds of groups already talking about how much they loved or missed Bojangles’. The new Bojangles’ Facebook page provides a forum for the restaurant chain to energize these online communities and better interact with customers. Up for just a few weeks, the Bojangles’ page already has more than 4,700 fans, extending the viral opportunity for Bojangles’ on the web.
“As media become more fragmented, it can be more difficult for clients to reach consumers. At EMA, we’re helping our clients think digitally and encouraging them to go where their customers are to better engage them, which ultimately extends their brands even further,” said Matt Hames, social media strategist, EMA.
Bojangles’ fans post messages – and receive responses from Bojangles’ – via the Facebook wall. Some recent posts from fans include: “I love Bojangles’!” “Having Bojangles’ tomorrow morning, can’t wait,” and “I’m in South Korea, and I miss Bojangles’ more than any other food! It’s sad that I miss that more than home cooking or whatever. I would kill for some chicken supremes and some BoJ’s sweet tea!”
Recent topics of conversation on the page’s discussion board include: “Where should Bojangles’ expand to?” and “What would you do for some Bojangles’ chicken?”
A poll on the page asks fans to choose “What’s the best thing about the menu?” Fans can also submit their Bojangles’ photos via the Flickr application and plan for the next Bojangles’ event posted on the page.
Check it out here.
By posting Bojangles’ commercials to social bookmarking and networking sites like Facebook, EMA hopes to help further extend the exposure of Bojangles’ TV spots beyond the paid media campaign and fuel viewership beyond YouTube.