Champs Chicken partnered with University of Missouri to drive traffic to a specific restaurant location while maximizing the value of the brand collaboration. The campaign needed to capture attention beyond a traditional promotion – creating enough excitement and incentive to drive both first-time and repeat restaurant visits while acquiring first-party customer data for longer-term strategy.

To bring the partnership to life, Champs Chicken and Mizzou launched the Mizzou Champs Chicken Scratch ‘N Win – a fandom-driven digital instant-win experience designed to turn fan engagement into measurable restaurant traffic.

Fans could play every 24 hours for the chance to win prizes ranging from Champs Chicken discounts to premium Mizzou rewards, including gift cards, team merchandise, and a signed basketball.

Players scratched a digital card to instantly reveal prizes, with winners receiving unique one-time redemption codes via email that could be redeemed in-store. The combination of daily gameplay, instant rewards, and team pride created a simple but highly engaging experience that kept fans coming back throughout the campaign.

By combining rewards, fandom, and repeat gameplay into one seamless activation, the campaign successfully drove engagement, new in-store traffic, and first-party data capture.

• 260K+ Meta impressions‍
• 1.4K+ total participants driving strong campaign reach‍
• 900+ total winners fueling repeat engagement‍
• 70%+ combined conversion rate across paid social and direct/in-store traffic‍
• 50%+ sponsor opt-in rate

The campaign proved how gamified experiences can turn digital fan engagement into measurable restaurant traffic and customer growth.

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