- Krystal, the Atlanta-based QSR chain, on March 28 will launch the “Side Chik Mania” campaign on TikTok, based on a press release.
- The campaign pits 4 of the chain’s slider-sized chicken sandwiches against one another in a March Madness-styled bracket. Consumers can vote on their favorite version of the Side Chik by tilting their head using a TikTok filter.
- To boost the trouble, Krystal has enlisted former NFL star Victor Cruz to star in a 30-second spot. Consumers can forged their vote through April 3 and the brand will direct message winners with Krystal-themed gifts.
Krystal, a QSR chain with 360 locations throughout the South, is having some seasonally-themed fun on TikTok in a mirrored image of how the platform’s popularity with marketers extends beyond big national brands. The Side Chik Mania effort uses a form of filter on the platform that permits users to tilt their head to make a choice from two options, pointing to how mobile platforms could be used to deepen engagement with consumers.
Consumers will narrow down 4 of the chain’s chicken sandwich sliders — Spicy Chik, Donut-Glazed Sweet Chik Biscuit, Donut-Glazed Spicy Chik Biscuit and the Classic Chik — before crowning the final word Side Chik. Running between March 28 and April 3, the campaign taps into interest in brackets throughout the NCAA March Madness tournament.
“We’re all the time aiming to tap into cultural moments, and we refuse to all the time ‘play by the foundations.’ Getting our audience talking is the final word goal at Krystal,” said Ajona “Jax” Camile, creative marketing director for Krystal, in the press release.
March Madness continues to present opportunities for brands looking for official or unofficial tie-up opportunities — often with the identical light-hearted and playful tone utilized by Krystal, whose featured product shares a reputation with the slang word for a mistress.
Coors Light released a limited edition beer-flavored ice pop often known as the “Coors-icle,” while Boston Beer brand Twisted Tea introduced “Twisted Tea VasectomUndies,” boxers with pouches that hold two 12-ounce cans of the beverage. Nissan returned as official sponsor of the tournaments with a refresh of its “Road 2” campaign that tied up with TikTok Now, the app’s BeReal copycat tool.
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