Sports are synonymous with game day rituals and superstitions because no one wants to be responsible for their team losing. Popeyes comes from the home of American superstition, Louisiana, therefore they know rituals better than any other chicken brand.
Making Popeyes the champion of Wings during March Madness.
Timeline: 4 days
Project Description: Mckinney x Popeyes Brandcenter Sprint
Team: Kevin Kelleher (XD), Catherine Emblidge (ST), Maya Kahnke (AD), Mellette Mackie (AD), Selma Kettwich (CW), Luke Strother (CW), Brian Nguyen (CBM)
Role: Strategist
Brandcenter Sprint
THE ASK
Create an organic TikTok platform that drives Gen Z wing consumption during March Madness.
INSIGHT
No one wants to be responsible for their team losing.
STRATEGY
Popeyes is the champion of game-day rituals.
THE SITUATION
Sports and wings go hand in hand. But, sports are also synonymous with superstitious rituals. Gen Z are propelling superstitious trends on TikTok.
OPPORTUNITY
Drive trial of wing flavors among Gen Z by modeling, celebrating, and rewarding game day rituals to encourage UGC.
BACKGROUND
Popeyes is rooted in New Orleans roots and is inspired by Louisiana home cooking.
Most known for their fried chicken, chicken sandwiches, and cajun flavors. Popeyes is disrupting the QSR space by introducing Popeyes Wings in 5 new flavors. Now, Popeyes wants to utilize social media to integrate Popeyes wings into sports culture.
01 | OVERVIEW
Popeyes - Wing In The Luck Challenge
Our goal with the Popeyes Wing In The Luck Challenge is to drive trial of wing flavors among Gen Z by modeling, celebrating, and rewarding game day rituals to encourage user generated content on TikTok.
Popeyes will be launching this campaign in three phases.
02 | CREATIVE
PHASE 1:
IGNITE PARTICIPATION
PHASE 2:
BUILD PARTICIPATION
PHASE 3:
EXPAND PARTICIPATION
WOMAN ON THE STREET INTERVIEWS
Briana will be taking on Bourbon Street in New Orleans, Louisiana on March 17th to ask people to share their game-day rituals.
WING IN THE LUCK CHALLENGE LAUNCH
Briana will post her game day superstition and announce the Wing In The Luck challenge as well as the grand prize – a Popeyes catered watch party for the national championship game!
POPEYES WINGS RITuALS
Briana will be posting a new Popeyes Wing game-day ritual to encourage users who do not have their own ritual to participate in the challenge. Every 3 days, Popeyes’ will post a new ritual regarding a specific flavor, with a new promo code for users when they participate.
Roasted Garlic Parmesan
Honey BBQ
Ghost Pepper
User generated content
With the Wing in the Luck Challenge, Users will be encouraged to post user generated content that would help propel the engagements of the challenge.
Wing platter
With the Wing in the Luck Challenge, Users will be encouraged to post user generated content that would help propel the engagements of the challenge.
POPEYES CATERED WATCH PARTCH
Popeyes will choose the favorite rituals from the Wing in the Luck Challenge to be chosen for the grand prize of a full catered Popeyes National Championship watch parties for lucky participants.
Spokesperson - Briana Green
Briana Green will be the spokesperson leading the Popeyes’ Wing In The Luck Challenge. Briana is currently a player for the Harlem Globetrotters, and a TikTok influencer with 600K+ followers on the platform. Briana is the perfect spokesperson for the campaign.
03 | CONCLUSION
THIS WILL WORK BECAUSE...
Celebrates a community of passionate fans.
Steals a share of wing consumption during March Madness.
Creates urgency around trying each wing flavor.
Drives wing trial during March Madness game time.
Puts Popeyes into game day.
Kevin Kelleher
Kelleherkp@vcu.edu
Kevin Kelleher
Kelleherkp@vcu.edu
More Work
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More Work
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THE ASK
Create an organic TikTok platform that drives Gen Z wing consumption during March Madness.
INSIGHT
No one wants to be responsible for their team losing.
STRATEGY
Popeyes is the champion of game-day rituals.
THE SITUATION
Sports and wings go hand in hand. But, sports are also synonymous with superstitious rituals. Gen Z is propelling superstitious trends on TikTok.
OPPORTUNITY
Drive trial of wing flavors among Gen Z by modeling, celebrating, and rewarding game day rituals to encourage UGC.
BACKGROUND
Popeyes is rooted in New Orleans roots and is inspired by Louisiana home cooking.
Most known for their fried chicken, chicken sandwiches, and cajun flavors. Popeyes is disrupting the QSR space by introducing Popeyes Wings in 5 new flavors. Now, Popeyes wants to utilize social media to integrate Popeyes wings into sports culture.
01 | OVERVIEW
Popeyes - Wing In The Luck Challenge
Our goal with the Popeyes Wing In The Luck Challenge is to drive the trial of wing flavors among Gen Z by modeling, celebrating, and rewarding game day rituals to encourage user-generated content on TikTok.
Popeyes will be launching this campaign in three phases.
02 | CREATIVE
PHASE 1:
IGNITE PARTICIPATION
PHASE 2:
BUILD PARTICIPATION
PHASE 3:
EXPAND PARTICIPATION
WOMAN ON THE STREET INTERVIEWS
Briana will be taking on Bourbon Street in New Orleans, Louisiana on March 17th to ask people to share their game-day rituals.
WING IN THE LUCK CHALLENGE LAUNCH
Briana will post her game day superstition and announce the Wing In The Luck challenge as well as the grand prize – a Popeyes catered watch party for the national championship game!
POPEYES WINGS RITuALS
Briana will be posting a new Popeyes Wing game-day ritual to encourage users who do not have their ritual to participate in the challenge. Every 3 days, Popeyes will post a new ritual regarding a specific flavor, with a new promo code for users when they participate.
Roasted Garlic Parmesan
Honey BBQ
Ghost Pepper
User generated content
With the Wing in the Luck Challenge, Users will be encouraged to post user-generated content that will help propel the engagement of the challenge.
Wing platter
With the Wing in the Luck Challenge, Users will be encouraged to post user-generated content that will help propel the engagement of the challenge.
POPEYES CATERED WATCH PARTCH
Popeyes will choose the favorite rituals from the Wing in the Luck Challenge to be chosen for the grand prize of a full catered Popeyes National Championship watch party for lucky participants.
Spokesperson - Briana Green
Briana Green will be the spokesperson leading the Popeyes’ Wing In The Luck Challenge. Briana is currently a player for the Harlem Globetrotters and a TikTok influencer with 600K+ followers on the platform. Briana is the perfect spokesperson for the campaign.
03 | CONCLUSION
THIS WILL WORK BECAUSE...
Celebrates a community of passionate fans.
Steals a share of wing consumption during March Madness.
Creates urgency around trying each wing flavor.
Drives wing trial during March Madness game time.
Puts Popeyes into game day.
More Work
You Might Like
More Work
You Might Like
Kevin Kelleher
Kelleherkp@vcu.edu
Sports are synonymous with game day rituals and superstitions because no one wants to be responsible for their team losing. Popeyes comes from the home of American superstition, Louisiana, therefore they know rituals better than any other chicken brand.
Making Popeyes the champion of Wings during March Madness.
Brandcenter Sprint
Timeline: 4 days
Project Description: Mckinney x Popeyes Brandcenter Sprint Live Client
Team: Kevin Kelleher (XD), Catherine Emblidge (ST), Maya Kahnke (AD), Mellette Mackie (AD), Selma Kettwich (CW), Luke Strother (CW), Brian Nguyen (CBM)
Role: Strategist