I am not breaking news here. I am just reiterating and giving legs (it seems) to a Chik-A-Fil story that is hot right now.
A generous man in Texas (Texas?!?) dropped $1,000 at the drive-thru window of a Chif-A-Fil. He left enough money to feed the next 88 customers in line behind him. He paid cash. He presented the $1,000 in hundred dollar bills.
He fed 88 people. Simple math produces the $11.36 that each person had at their disposal. Seems like a coincidence that the “NEW” Premium Grilled Chicken Cool Wrap Packaged Meal costs around… $11.36.
This got me thinking.
Chik-A-Fil is pretty arrogant and brash. They enjoyed a nice surge a couple of years ago at the expense of the same sex marriage proponents. You might remember the words from the COO, Dan Cathy:
“I think we are inviting God’s judgment on our nation when we shake our fist at Him and say, “We know better than you as to what constitutes a marriage”. I pray God’s mercy on our generation that has such a prideful, arrogant attitude to think that we have the audacity to define what marriage is about.”
What happened? There sales actually SOARED! Yes, there a knot was forming in the throats of the Chik-A-Fil accountants during those days, but the Christian-Right showed up in support of Hate and Bigotry. Yawp.
Sell the controversy. Actually, it should read, the controversy sells. (This is a jab at the “teach the controversy”… nevermind.)
Do you see what I see?
Back to today. Scrolling through my news reader (AOL) and tucked in between Melissa River’s first TV appearance since her mother passed away and a story on the unsettling news about man-made sweetners was our story about altruism.
Ah. How sweet. Kind really.
What did my gut tell me the moment I began reading the story?
Sham. Fake. BS.
I had a short conversation with myself. It went a little like this:
Conscience: “Whoa. Hold on, Mr. Atheist. Wait one darn second there.”
Mr. Atheist: “Yes, I did. I thought it. I thought it right away. Didn’t you?”
C: Let’s say I did, which I probably did when you consider I am talking to myself…
MA: Then let it go.
C: This is how you break your self-imposed “blog-silence”?
MA: I had to. It is so obvious and so…
C: Man, you are cynical.
MA: We are cynical. How else would you make sense of this?
C: So wait, you are saying that the Chik-A-Fil pay-it-forward (too many hypethens) story is…a fake?
MA: Those words required hyphens, no?
C: Yes, probably. Seeing them strung like that made it seem like one was missing or there were too many.
MA: Yes, the story is fake. How many eye balls get their news from the internet?
This went on for like 3 more minutes. I tried to run it by a friend of mine, but he was too busy feeling good about the story to care.
That was all I needed. That was the confirmation I required.
The average person doesn’t realize that this might be a put-up job. Worse? They don’t care to scratch the surface.
I will leave you with this idea.
The cost to produce and run a nationally televised commercial? Low end? About a $500,000. Consider that most people aren’t watching TV and if they do they DVR past the commercials. The ROI is questionable at best. Not if you consider this question:
$500,000 or $1,000?
Make sense yet?
You are Chik-A-Fil. You need to make an ad people will watch and you can’t wait for the super bowl. You just rolled out a new product line and you want to maximize the ROI. What do you do? Do you put a cool new ad together that will cost you a bunch or do you spend , say $20,000, on a web-based campaign and drive traffic through “news”. The cost? $1,000.