New Popeyes digital campaign plays on 2012 election season

Sept. 13, 2012

Popeyes Louisiana Kitchen and its digital AOR Campbell Mithun have launched a series of "Vote Handcrafted" videos for a marketing campaign that plays on the 2012 election.

The video series depicts "Handcrafted Debates" between candidate Handcrafted Tender and his "freezer-to-fryer chicken-strip opponent."

The campaign features an "attack ad," debate topics about the "economy" and "global warming," and an introduction to the running mates (in this case, the Handcrafted Tenders' six dipping sauces).

Additionally, a "Get out the Vote" Facebook app has been created for fans to share/like the debate videos for the chance to win one of hundreds of weekly prizes such as free chicken coupons or T-shirts. The grand prize winner will receive a trip to New Orleans.

"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."

A new Handcrafted Debate video will debut at regular intervals through November 2012, creating a series of approximately 10 spots. Forthcoming topics facing Handcrafted Tender and his opponent include: "Experience," "Being Handcrafted" and "Closing Arguments," among others.

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 to enhance navigation and organization, increase messaging capacity, identify Popeyes' strong social media presence, and integrate content from sites serving investors and employees.

The Mood Wing app increased Popeyes' Social Engagement Score by 48 percent and contributed to a 71 percent increase in traffic to from social sites; and 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.

Read more about social media marketing.

Topics: Marketing / Branding / Promotion , Online / Mobile / Social

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