Popeyes | Catherine Emblidge

Ask:

Create an organic TikTok program that drives Gen Z consumption of Popeyes' new wings during

March Madness.

Problem:

Popeyes is entering an oversaturated wing market with competitors such as Wingstop and Buffalo Wild Wings dominating game day.

Methodology:

We did 1:1 interviews with sports fans to learn about their game day routines. We also did social listening and secondary research to understand what game day looks like for sports fans.

Findings:

We found that over 60% of fans say they are superstitious on game day. Just like sports and wings are synonymous, so are sports and superstitious rituals. And what do Popeyes and a lucky rabbit foot have in common? They are both from Louisiana, the home of American superstition.

Superstitious trends are even more pronounced with Gen Z. They are already propelling superstitious trends on TikTok with things like eating grapes under the table for good luck on New Year's Eve, manifesting with crystals, and reposting to avoid bad luck.

Insight:

People are willing to do whatever it takes to help their team win.

Opportunity:

Popeyes can own a unique part of game day.

Strategy:

Popeyes is the champion of game day superstitions.

Campaign: Wing in the Luck

Communications Plan:

Popeyes Wing In The Luck Challenge will drive trial of Popeyes' five wing flavors among Gen Z by modeling, celebrating, and rewarding game day rituals to encourage user generated content on TikTok. Popeyes will launch this campaign in three phases.

Briana Green will be the spokesperson leading the Popeyes’ Wing In The Luck challenge. Briana is a former college basketball player and currently plays for the Harlem Globetrotters. She is also a TikTok influencer with 600K+ followers on the platform.

Phase One - Ignite Participation

Woman on the Street

On Selection Sunday, Briana will take on Bourbon Street in New Orleans, Louisiana. She will ask people to share their game day rituals. Selection Sunday also happens to be St. Patrick's Day.

Wing in the Luck Campaign Launch

Briana will launch the campaign on TikTok by posting her game day ritual and announce the Wing In The Luck challenge as well as the grand prize for a handful of winners – a Popeyes catered watch party for the championship game!

Phase Two - Build Participation

Customers' Game Day Rituals

Customers will be encouraged to post UGC of their personal game day rituals to access promo codes for discounts on Popeyes' wings throughout the Wing in the Luck Challenge.

Popeyes' Game Day Rituals

For those who do not have their own rituals, Briana will be posting Popeye's game day rituals that customers can use. Each time Popeyes posts a ritual they will introduce a new wing flavor with a promo code that customers can access when they participate in the challenge.

Roasted Garlic Parmesan

TikTok Caption: Happy first round! Now until March 21st, get 3 FREE wings with your next garlic parm order. Get your PROMO CODE by using #wingintheluck and tagging @popeyes. Good luck!

Honey BBQ

TikTok Caption: Let's up the ante. Now until March 24th, get 6 honey bbq wings for $4. Get your PROMO CODE by using #wingintheluck and tagging @popeyes. You got this!

Sweet 'N Spicy

TikTok Caption: We're not sweet no more! Now until March 30th, buy sweet 'n spicy wings and get another order for only $2. Get your PROMO CODE by using #wingintheluck and tagging @popeyes. Keep on winning!

Signature Hot

TikTok Caption: Let's turn up the heat! Now until April 2nd, buy a 6 piece signature hot wings and get one for FREE. Get your PROMO CODE by using #wingintheluck and tagging @popeyes. Stay spicy!

Ghost Pepper

TikTok Caption: Now until March 27th, get 40% off your next order of ghost pepper wings. Get your PROMO CODE by using #wingintheluck and tagging @popeyes. Keep 'em coming in hot!

Phase Three - Expand Participation

Five Flavor Feast Platter Launch

Popeyes will take the challenge to the next level for the Final Four. They will launch a secret TikTok menu item the Five Flavor Feast Platter, which includes all five wing flavors.