Ask:

Create a TikTok campaign to drive awareness and trial for Popeyes’ new chicken wings while centering around sports, specifically March Madness. Oh, and we have 5 days to deliver.

Background:

The last time Popeyes launched a new menu item they created a viral sensation with a simple tweet to their direct competitor. This strategic move caused foodies to flock to their nearest Popeyes to try the sandwich for themselves.

Research Methodologies

Competitive Analysis
Social Listening
Market Research
User Journey

What do all three of these have in common?

DANCE!

An innate expression of joy.

We dance before we take our first steps.
Before we say our first words.

We dance when we’re feeling the groove.

We dance when we’re in love.

We dance when we celebrate.

And we love watching people do their celebratory dance.

Strategy:
Show the physical sensation that occurs when trying Popeyes wings.

How:
Because we don’t want to force or claim ownership of a shared feeling, we want to call on TikTok users to show us their genuine review of Popeyes wings and take it a step further by creating a choreographed dance that users will then vote on to send that creator on a free trip to Mardi Gras.