Chick-fil-A recently used a mobile application to rev up football fans for its sponsored college football bowl.

The quick-serve restaurant used a branded iPhone and Android app to help football prepare for the Chick-fil-A Bowl Game bowl with information about the event and teams. Users could also use the app to help plan their trip with hotel, restaurant and attraction guides for Atlanta, which is where the game took place on Dec. 31.

?Sports fans tend to be rapid sports fans that want scores and stats wherever they are, which is not always in front of a desktop,? said Ken Willner, CEO of Zumobi, Seattle.

Mr. Willner is not affiliated with Chick-fil-A. He commented based on his expertise on the subject.

Chick-fil-A did not respond to press inquiries.

Mobile fans
Using the app, consumers can view events leading up to the bowl.

Sports fans attending the game can view edited lists of recommended places to visit and stay in Atlanta.

Each restaurant, hotel or attraction features a click-to-call feature and Web links so users can contact the places directly.

The app also included real-time with updates scores and stats that users could access during the game.

Fans can also learn more about the Chick-fil-A Bowl and sports teams via the app.

The Chick-fil-A brand is promoted throughout the app with the company?s logo splashed across pages.

Chick-fil-A is also using the mobile app to increase its social media presence with Faceboook and Twitter buttons that are prominently placed at the top of the screen.

Users are encouraged to tap the buttons to ?like? and follow the company?s social media accounts.

The app is also ad-supported with banner ads that run across the bottom of the screen.

On-the-go fans
Prior to the game, Chick-fil-A promoted the app via the bowl game?s Web site.

Up until this app, Chick-fil-A has been relatively coy about its mobile presence, but by developing both an iPhone and Android app in preparation for its bowl game, the fast food chain is proving that mobile is increasingly playing a large role in a marketing strategy, especially for sports fans.

For a sports tournament such as a football bowl, giving fans an additional way to access game coverage while in the stadium.

Additionally, letting consumers access lodging and entertainment venues via the app is a smart marketing decision to help out-of-town game attendees.

?The match between sports and mobile is strong and advertisers can leverage these passion points for users by providing ongoing interactivity,? Mr. Willner said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York