"Popeyes® Mood Wing" App Rates Spicy-to-Mild Nature of Social-Media Posts
Promotion debuts partnership of Popeyes®
Louisiana Kitchen with new digital AOR Campbell Mithun
Are you feeling Spicy or Mild? Tapping the iconic power of the mood
Louisiana Kitchen has launched a national promotion featuring a "Mood
Wing" app (yes, as in chicken wing) that reports a Spicy, Mild or
Mixed rating of users' Twitter or Facebook posts. When consumers learn
their mood, they also receive a menu suggestion and related spicy, mild,
or remixed song from specially curated Spotify® playlists.
Developed by Popeyes' new digital agency Campbell
Mithun, the digital effort runs through May to support the
restaurant's Spicy or Mild Bonafide® bone-in Chicken
promotion that offers an in-restaurant opportunity for customers to
proclaim themselves Spicy or Mild.
"This element of the promotion offers a way for consumers to engage with
the Popeyes brand in a fun and personalized way," said Dick
Lynch, chief global brand officer at Popeyes Louisiana Kitchen.
The promotion debuts the first work created for Popeyes by Campbell
Mithun, who was recently named digital agency of record. The agency will
support Popeyes with digital integration of key promotions, social-media
efforts, mobile marketing and analytics/reporting. Campbell Mithun has
deep QSR capabilities, having served clients including Burger King,
Dairy Queen and Chi-Chi's.
"We originally stepped into the social media space to go to where our
customers are and engage with them," said Lynch. "Bringing on a digital
agency is an exciting next step for our brand and will allow us to take
our online efforts to a new level."
"What we love about the Popeyes partnership is the passion surrounding
the brand," said Rachael
Marret, president of Campbell Mithun. "Their customers are in love
with their food and many are already active users of social and mobile.
And the marketing team is eager to stretch the brand in the digital
space, so we are excited by the opportunity."
To capitalize on that consumer passion for Popeyes, the May Mood Wing
app will deliver customized mood-indicator responses based on digital
analysis of recent Facebook or Twitter activity. Users can access the
app via www.popeyes.com
or Popeyes' Facebook and Twitter accounts. Sample Facebook posts follow,
which represent just a few of the many that could be served up to app
You should come with your own warning label.
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! (I think these belong to you)
Your spiciness would make a fire stop, drop, and roll.
You're hot! You're not. You're hot! You're not. (Repeat 73 times.)
You're like a yo-yo of unpredictable spiciness.
You're the flip-flopper of the fried chicken world.
If you were a late ‘50s jazz musician, you'd be Mild Davis.
You're the calm before the storm, but without the storm.
People call you "Mild Thing." And you make their hearts hum softly.
About Campbell Mithun (NYSE: IPG)
Since its founding in 1933, Campbell
Mithun has established a national brand-building reputation in the
QSR, consumer packaged goods, retail, healthcare, financial services and
telecommunications sectors and serves clients including General Mills,
Land O'Lakes, SuperValu, Chipotle and Toro. Its Compass
Point Media unit provides in-house integrated connections-planning
and media services.
The agency has created client marketplace success for 78 years guided by
Ray Mithun's founding philosophy: create client success by making Everything
Talk at each point of customer contact. Websites: www.cmithun.com;
Louisiana Kitchen (NASDAQ: AFCE)
Founded in 1972 in New Orleans, Popeyes is a leader in the New
Orleans segment of the foodservice industry and is the world's second
largest quick-service chicken concept based on the number of units. As
of December 25, 2011, Popeyes had 2,035 operating restaurants in the
United States, Guam, Puerto Rico, the Cayman Islands and 25 foreign
countries. For more information, visit the Popeyes Louisiana Kitchen Web
site at www.popeyes.com.
Popeyes® Louisiana Kitchen
Alicia Thompson, 404-459-4572
Kristine Olson, 612-347-1616
Source: Popeyes Louisiana Kitchen
News Provided by Acquire Media
Close window | Back to top