Chick-fil-A Gives Biggest Fans a Voice, and a Video

Restaurant chain Chick-fil-A is turning 40 this year and wants to hear from—and see—its most loyal customers.

The chicken chain is running a “Biggest Fan” online contest, letting aficionados upload short videos through Jan. 15 explaining why they deserve to be considered the company’s most committed advocates. The reward to be chosen from 10 finalists on Feb. 5, will receive 40 months of free Chick-fil-A combo meals and a trip for two to the company’s Atlanta headquarters.

Visitors to the Web site at http://chick-fil-a.vitrue.com/index.html watch and score the videos, giving them a rating of one to five sandwiches. One vote per video per day can be cast from a single e-mail address. People can also see which videos have received the highest vote counts. Those popular votes will factor into the judges’ selection of the 10 finalists and the grand prize winner, along with such traits as creativity, originality and overall appearance.

The nine finalists not tapped as the contest’s “Biggest Fan” will receive a year’s worth of free Chick-fil-A food.

The campaign was designed by The Foundry Agency and runs on a community video platform provided by Vitrue that permits review and moderating of user content before it appears on the Web site.