Krystal puts Side Chiks in March Madness bracket on TikTok

Dive Brief:

Krystal, the Atlanta-based QSR chain, on March 28 will launch the "Side Chik Mania" campaign on TikTok, according to a press release.
The campaign pits four of the chain's slider-sized chicken sandwiches against each other in a March Madness-styled bracket. Consumers can vote on their favorite version of the Side Chik by tilting their head using a TikTok filter.
To boost the effort, Krystal has enlisted former NFL star Victor Cruz to star in a 30-second spot. Consumers can cast their vote through April 3 and the brand will direct message winners with Krystal-themed gifts.

Dive Insight:

Krystal, a QSR chain with 360 locations throughout the South, is having some seasonally-themed fun on TikTok in a reflection of how the platform’s popularity with marketers extends beyond big national brands. The Side Chik Mania effort uses a type of filter on the platform that allows users to tilt their head to choose between two options, pointing to how mobile platforms can be used to deepen engagement with consumers.

Consumers will narrow down four of the chain's chicken sandwich sliders — Spicy Chik, Donut-Glazed Sweet Chik Biscuit, Donut-Glazed Spicy Chik Biscuit and the Classic Chik — before crowning the ultimate Side Chik. Running between March 28 and April 3, the campaign taps into interest in brackets during the NCAA March Madness tournament.

"We're always aiming to tap into cultural moments, and we refuse to always 'play by the rules.' Getting our audience talking is the ultimate goal at Krystal," said Ajona "Jax" Camile, creative marketing director for Krystal, in the press release.

March Madness continues to present opportunities for brands seeking official or unofficial tie-up opportunities — often with the same light-hearted and playful tone used by Krystal, whose featured product shares a name with the slang word for a mistress.

Coors Light released a limited edition beer-flavored ice pop known as the "Coors-icle," while Boston Beer brand Twisted Tea introduced "Twisted Tea VasectomUndies,” boxers with pouches that hold two 12-ounce cans of the beverage. Nissan returned as official sponsor of the tournaments with a refresh of its “Road 2” campaign that tied up with TikTok Now, the app’s BeReal copycat tool.