Publix chicken has had an entire fan based behind it. Please post, tweet, comment and pride themselves on a particular type of flavor which they hold pretty highly. After seeing all these organic conversations we decided to take action and create the Chicken Challenge. This was a social engagement that used social platforms like Facebook, Twitter and Instagram to connect people and have them champion their favorite flavor.

Every few days two different chickens would go head to head and had users vote for them, creating a king of the hill type of experience. Users could also vote for the next contenders, tweet directly from the web app and see how much chatter each flavor was having and also tag photos of themselves having some delicious Publix chicken.