As you may have heard on the news, or perhaps from a co-worker, August 1 was Chik-fil-a appreciation day. This was an event driven by backlash against the perceived stifling of the Dan Cathy’s (the president and CEO of the company) right to express his opinion on gay marriage (he is very much opposed). His comments spurred several gay rights groups to call for a boycott of Chik-fil-a. While the verdict is still out on the boycott it did have one major unintended effect, mobilizing opposition. To show support for Chik-fil-a, and Mr. Cathy’s comments hundreds of thousands of supporters showed up to purchase something from their local restaurant setting a single day sales record for the corporation. This story struck me for two very differnet reasons, the first is how tactics and strategy align to create success or failure for a movement, and the second is how social media played in this situation.