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Tuesday, May 29, 2012

Popeyes® is celebrat’n Rip’n Chick’n by rip’n “-ings” out of the Internet

No “-ing” is safe on the Internet in June, thanks to Popeyes® Louisiana Kitchen, a division of AFC Enterprises, Inc. (NASDAQ: AFCE), launch’n an app turn’n each “-ing” into an “’n.”  To celebrate the return of Popeyes Rip’n Chick’n, consumers can start read’n rip’d up web copy by drag’n the Rip’n icon to their bookmarks bar, go’n to their favorite websites and click’n the Rip’n Chick’n tab. The bookmarklet, developed by the restaurant’s digital agency Campbell Mithun, turns everyday content into a surpris’n and entertain’n experience.
“We’re excited about how this digital overlay brings our Rip’n Chick’n promotion to life,” said Dick Lynch, chief global brand officer at Popeyes Louisiana Kitchen. “It enables our customers, who are very active online, to experience this product in a very memorable way.”
Consumers who use the app can share links to their rip’d up content via Facebook or Twitter. The Rip’n Chick’n landing page also features a number of rip’d headlines from across the Internet. Examples:
·        “Mom pleads not guilty to allow’n daughter in tann’n booth”
·        “Giant cannibal shrimp invasion grow’n”
·        “Economic output: eas’n from prior quarter, but maintain’n sustainable pace”
“The combination of Popeyes engaged consumer base in social environments and its informal, fun-loving brand character lends itself to this kind of digital experience,” said Rachael Marret, president of Campbell Mithun. “Delivering experiences that are entertaining and shareable is essential to helping Popeyes create more buzz and awareness for their Rip’n Chick’n product.”
The Rip’n Chick’n effort follows Popeyes May “Mood Wing” promotion featuring an app which rated the tone of users’ Twitter or Facebook posts to support the restaurant’s Spicy or Mild Bonafide® bone-in Chicken offer. Topline Mood Wing results indicate the promotion brought tens of thousands of incremental visits to Popeyes’ website and a 92-percent increase in traffic generated via social media sites in the first few weeks. That promotion debuted Campbell Mithun’s first work for Popeyes after being named digital agency of record for the restaurant.