June promotion features app developed by Campbell Mithun to replace “-ings” with “’n”
MINNEAPOLIS (May 29, 2012) – No “-ing” is safe on the Internet in June, thanks to Popeyes® Louisiana Kitchen, a division of AFC Enterprises, Inc. (NASDAQ: AFCE), launch’n an app turn’n each “-ing” into an “’n.” To celebrate the return of Popeyes Rip’n Chick’n, consumers can start read’n rip’d up web copy by drag’n the Rip’n icon to their bookmarks bar, go’n to their favorite websites and click’n the Rip’n Chick’n tab. The bookmarklet, developed by the restaurant’s digital agency Campbell Mithun, turns everyday content into a surpris’n and entertain’n experience.
“We’re excited about how this digital overlay brings our Rip’n Chick’n promotion to life,” said Dick Lynch, chief global brand officer at Popeyes Louisiana Kitchen. “It enables our customers, who are very active online, to experience this product in a very memorable way.”
Consumers who use the app can share links to their rip’d up content via Facebook or Twitter. The Rip’n Chick’n landing page also features a number of rip’d headlines from across the Internet. Examples:
“The combination of Popeyes engaged consumer base in social environments and its informal, fun-loving brand character lends itself to this kind of digital experience,” said Rachael Marret, president of Campbell Mithun. “Delivering experiences that are entertaining and shareable is essential to helping Popeyes create more buzz and awareness for their Rip’n Chick’n product.”
The Rip’n Chick’n effort follows Popeyes May “Mood Wing” promotion featuring an app which rated the tone of users’ Twitter or Facebook posts to support the restaurant’s Spicy or Mild Bonafide® bone-in Chicken offer. Topline Mood Wing results indicate the promotion brought tens of thousands of incremental visits to Popeyes’ website and a 92-percent increase in traffic generated via social media sites in the first few weeks. That promotion debuted Campbell Mithun’s first work for Popeyes after being named digital agency of record for the restaurant.
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 April 15, 2012, Popeyes had 2,044 operating restaurants in the United States, Puerto Rico, Guam, the Cayman Islands and 26 foreign countries. For more information, visit the Popeyes Louisiana Kitchen Web site at www.popeyes.com.
Recently, my wife Sue and I attended the NSAC District 8 awards dinner (National Student Advertising Competition, sponsored by the American Advertising Federation). Campbell Mithun sponsored the event. And the organizers asked me to speak.
“What’s NSAC?” Sue asked.
Her question sparked an idea. Now I had my speech.
“NSAC is like the Hunger Games of advertising,” I said to her, and then told the 200 or so students that evening, which included one of our just-hired Lucky 13 summer interns:
As it did to Katniss -- and that blond guy who just doesn’t seem right for her -- stress and competition does weird and amazing things, turning your normal everyday teammates into mommy and daddy figures, dead-eyed strategists, creative problem solvers and fearless but artful performers.
Each of you has had your own Haymitches, maybe themselves winning tributes from advertising’s real Hunger Games, wily mentors whose instincts and experience can give you that edge. (Our own Earl Herzog played that role for the University of Minnesota team.)
And like our young heroes, by now you’ve probably experienced long days, tired nights, sketchy food; and witnessed cold-hearted back stabbing, nerve-wracking drama, and, if you’re lucky, maybe at least one or two passionate kisses.
But the big difference is that just by competing in the NSAC games, you’ve already won.
Agencies like ours and many others look at the experience you’ve gained as giving you a leg up versus others competing for jobs in our industry. Debbie Fischer, our HR director, is always keen to know why any recruit from an NSAC school hasn’t competed.
Our business is fueled by passion, creativity and competition. And NSAC brings out the best of all of that.
So I congratulate all of you for having the courage and commitment to compete.
The evening was a blast. And in a close contest, Minnesota State University Moorhead won the District 8 crown and will advance to the national NSAC competition during the AAF’s National Conference, the annual ADMERICA!, held in Austin, Texas from June 2-5, 2012.
Congrats to them. And may the odds be ever in their favor.