Case Study

Kickin’ for Chicken:
Field Goal Competition at President’s Bowl

Client: CFA Empire Place

Overview

At the 2022 President’s Bowl, a major rivalry football event between all four Sioux Falls public high schools, CFA Empire Place launched Kickin’ for Chicken, a high-energy halftime challenge that gave students the chance to win CFA for a Year by kicking a 30-yard field goal. With a branded tent, spirited giveaways, and Instagram-driven visibility, the event was a key moment in deepening relationships with local schools while energizing thousands of attendees with CFA brand engagement.

Challenges

Executing a brand activation at a high-profile school event came with logistics, crowd management, and brand clarity challenges.

  • Navigating school policies and stadium logistics for in-game participation

  • Standing out among other event sponsors in a crowded venue

  • Managing energy and visibility without a mascot or full team support

  • Building credibility as a new store, still establishing brand awareness in local schools

The Results

2
successful winners

One student at each game,
got their field goals to earn
CFA for a Year

240+
student signups

for the field goal competition

Hundreds of
fans engaged

via giveaways, sideline presence, and real-time
social media postings

The Solution

Bethany set up a vibrant CFA tent at the stadium entrance, complete with bold Kickin’ for Chicken signage and school-spirit giveaways. Students signed up on-site for the chance to kick a 30-yard field goal during halftime of the President’s Bowl, a highly anticipated rivalry event involving Roosevelt, Washington, Jefferson, and Lincoln High Schools.

Out of 240 student entries, three were randomly selected per game. Each had two chances to make the kick. At both games, one student successfully made their second attempt, prompting massive cheers from the student sections. Bethany coordinated the prize moments on the sideline and followed up post-event to ensure the winners received their CFA for a Year prize. All participants received swag, so no one walked away empty-handed.

With no mascot available at the time, Bethany led a team of two: one capturing video, one managing the booth, while she was walking the stands with Be Our Guest cards and giveaways after the on-field activation. Instagram Stories and geotags were used to amplify the event in real time and drive students to the tent.

As one of the store’s earliest activations, it became a powerful relationship builder with all four major public high schools in Sioux Falls.

The Benefits

Community
school presence

Strong, positive visibility at a well-attended local rivalry event.

High-energy
brand visibility

Interactive halftime moment brought the brand to the center of the action.

Teen audience
engagement

Direct student participation created an emotional brand connection.

Simple &
repeatable framework

Easy-to-replicate campaign model for future sports or school events.