It’s the summer of ‘17 and CFA is launching a new Smokehouse BBQ Sandwich. The launch included giveaway and events in NY and LA and one big social campaign.
Here’s a quick summary of the LA event and keep scrolling for the run down on the BIG social event.

Our next goal was to extend Chick-fil-A's Never Ending BBQ campaign to their social channels in a way that is:
Inherently social, brings people together, gives people a reason to share, taps into the nature of social behavior, is BIG.

Hello, Never Ending BBQ Table

The best part of sitting down to a BBQ picnic is the food, friends and fun that happen at the table. We’ll extend the Never Ending BBQ concept to social by creating a “Never ending” BBQ picnic table feed that fans can join and engage with. By doing this, we’ll amplify and support the message fans have seen from other touchpoints in a way that invites fans to be a part of the experience – and in turn invite others. Let's break it down:

1,344 individual images/videos
The upload process wasn't easy. Instagram has a max upload of roughly 100 images in a 24-hr period or you get locked out for spam (womp. womp). That meant a dedicated team working everyday for 14 days to upload exactly 100 images at a time

120 unique table themes
Covering everything from parties and beach days to nighttime and rain.

4 unique icons to highlight when to explore further.

Hidden challenges/surprise & delight opportunities per theme including DIY how-to’s, comment with ____, Find the _____,Tag a friend. Giveaways included CFA merchandise ( think Small Fry Onesies, headphones, sunglasses, beach balls, pool towels), swag from the table (like everything on the emoji table), CFA gifts cards and sports tickets. 

Utilized a variety of channel functionalities to create an engaging experience including: Photo, video, tagging, comments, sharing, direct message, zoom, gallery.

So, did it work?

5.2K channel followers
27.7K engagements throughout the feed
18.6K likes
9.1K comments
5X more comments than Chick-fil-A’s organic Instagram content gets in a month
Over 4,000 engagements on the final video
Estimated over 2 minutes of scrolling.

The craziest part of this whole project? The timeline
Would you believe me if I said we shot and edited everything in a week and a half with a 2 day prepro the weekend before? I wouldn't believe me either. But the 100hr timesheet that week proved it all.