Crashing
The Wings Party
Popeyes
After 51 years, Popeyes finally adds wings (in 5 flavors) to their permanent menu. So we couldn’t just join the party.
We had to crash it.
Results:
Popeyes had the highest quarterly digital sales ever (Q4.’23)
Popeyes became the #3 QSR Chicken Wings seller in the country in less than 3 months since campaign launch.
Around that same time, Popeyes became the #2 fried-chicken player in the country, surpassing KFC and behind Chick-Fil-A.
CNN
Forbes
USA Today
Bloomberg
The Sun
NBC
CNBC
CBS
Today Show (TODAY.com)
ABC 12 News
People
Fox News
TimeOut
Eater
Yahoo!
Yahoo! Finance
TrendHunter
The Takeout
Business Insider
QSR
Benzinga
The Motley Fool
Fansided
Food Market
WEAU 13 NBC News
Eat This, Not That!
Distractify
The Street
The Mercury News
QSR Web
Restaurant Business
Nation’s Restaurant News
Tasting Table
Daily Meal
Daily Hive
Southern Living
The Messenger Business
Manchester Times
Media Post
AOL.
TimeOut
Campaign US
Delish
Variety
AdAge
AdWeek
Case Study
Targeted OOH
We kicked it off with targeted OOH boards and bus shelters, strategically placed by our competitions’ restaurants.
DISScount Codes
We also created special discount codes that put the diss in discount.
TV Commercial
We supported all of that with a short and simple TV commercial announcing we finally have 5 new flavors of wings.
Wings of Art
Next up, we crashed Art Basel because nothing is more Instagram worthy than a pair of painted wings on the side of a building.
To feed into a behavior that is already beloved by many, we decided to create our own version of wings, made out of chicken wings. Our chicken wings mural had a secret QR code so anyone pointing their cameras at the mural to take a picture, would have a button/message popping up on their screen.
Those who decided to take advantage of the Instagram worthy photo opp could get wings delivered to them.
Wings For Wings
We went on to crash the biggest football event of the year by publicly betting our wings on teams with wings leading up to the Super Bowl. If one of them won we would have given free wings to all of America. Unfortunately for America, no teams with wings won this year but the word was already out and lucky for us, we didn’t need to give out free wings.
