April 30, 2012

"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

ATLANTA--(BUSINESS WIRE)-- Are you feeling Spicy or Mild? Tapping the iconic power of the mood ring, Popeyes® 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 users:

Spicy

  • You should come with your own warning label.
  • !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! (I think these belong to you)
  • Your spiciness would make a fire stop, drop, and roll.

Mixed

  • 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.

Mild

  • 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; www.compasspoint-media.com

About Popeyes® 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
alicia.thompson@popeyes.com
@popeyeschicken
or
Campbell Mithun
Kristine Olson, 612-347-1616
kolson@cmithun.com
@KO_Comm
@cmithun

Source: Popeyes Louisiana Kitchen

News Provided by Acquire Media


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