A “Get out the Vote” Facebook app
encourages sharing/liking of the videos and offers chicken lovers
opportunities to win one of hundreds of weekly prizes, such as free
chicken coupons or free T-shirts, or even a grand prize trip to New
Orleans. Popeyes is tapping the election rhetoric to challenge consumers
to “Vote with your mouth!” to prove that Handcrafted Tenders taste
better than the pressed, molded, freezer-to-fryer alternatives.
“Many
chicken tenders are formed and pressed in a factory and then thrown
straight from the freezer into the fryer at the restaurant. At Popeyes,
we refuse to take these kinds of shortcuts,” said Hector Munoz,
vice president of Marketing at Popeyes. “These Handcrafted Debates
celebrate, in a humorous and memorable way, the time and attention we
put into preparing our tenders, that’s central to our Louisiana-style
home cooking.”
“This election season offers perfect timing to get vocal in support of Popeyes Handcrafted Chicken Tenders,” said Heath Rudduck, chief creative officer at Campbell Mithun. “They're the real-deal and the greatest chicken-tender candidate in the known universe.”
A
new Handcrafted Debate video will debut at regular intervals through
November 2012, creating a series of approximately ten spots. Forthcoming
topics facing Handcrafted Tender and his opponent include:
“Experience,” “Being Handcrafted” and “Closing Arguments,” among others.
Gaining Digital Traction
Additional digital work developed for Popeyes by Campbell Mithun includes the “Mood Wing” and “Rip’n Chick’n” programs to support Popeyes’ May and June limited time offerings, as well as a redesign of www.Popeyes.com to
enhance navigation and organization, increase messaging capacity,
identify Popeyes’ strong social media presence, and integrate content
from sites serving investors and employees.
Digital
efforts are paying off for the brand, whose customers are very active
in the social media space: the Mood Wing app increased Popeyes’ Social
Engagement Score by 48 percent and contributed to a 71 percent increase
in traffic to Popeyes.com
from social sites; the Rip’n Chick’n bookmarklet was downloaded by
nearly 10,000 users, produced more than 100,000 page views and
contributed to Popeyes’ second highest month ever for website traffic.