Minneapolis (August 27, 2013) – For the love of chicken (and a chance to win $1000), consumers nationwide may create videos of themselves singing the “Love that chicken from Popeyes®” jingle as part of the #LoveThatChicken Month promotion just launched by Popeyes® Louisiana Kitchen, with help from digital AOR Campbell Mithun. The promotion supports Popeyes “Love that Chicken® Month” limited-time offer of a 2-piece Chicken and Biscuit for $2.99 through September 30.
“People can hardly say ‘Love that chicken from Popeyes!’ without singing it,” said Hector Munoz, vice president of marketing at Popeyes Louisiana Kitchen. “What better phenomenon to tap during National Chicken Month? We’re eager to hear all of the chicken love.”
Submitted via Vine, Instagram or YouTube, all videos will appear on a dedicated website, with 12 being presented weekly as “The Spicy Dozen.” Employees may also participate in their own version of the contest.
“It’s true, people DO ‘Love that chicken from Popeyes!’ and this promotion creates a framework that says ‘ready, set, go’ to those who aren’t afraid to have a bit of fun singing that jingle,” said Heath Rudduck, chief creative officer at Campbell Mithun. “And it establishes both a virtual community and a celebration of the brand during a month that’s all about chicken.”
Three winners will be chosen in each social video channel -- Vine, Instagram and YouTube. Consumer prizes include $1,000 (1st place), a wireless Bluetooth speaker (2nd place) or a Popeyes T-shirt, carabiner and $25 gift card (3rd place). Employees will be singing for the chance to win $500 and a private party for their restaurant group.
Popeyes will drive traffic to its #LoveThatChicken Chorus landing page via Twitter, Facebook, in-store signage and promotional website banners. Branding agency GSD&M created a “call for entries” video featuring Annie, the familiar face of Popeyes brand who appears regularly in TV spots, as well as a national :30 spot to support the limited-time Love That Chicken Month menu offering.
Digital efforts are a priority for the brand, whose customers are very active in the social media space.
Previous digital work developed for Popeyes by Campbell Mithun includes the “Chicken #WaffleTenders,” “Vote Handcrafted,” “Mood Wing” and “Rip’n Chick’n” efforts, as well as a redesign of www.Popeyes.com.