![]() It is so good it caught the attention of the market leader, Chick-fil-A. If you have ever tried Popeyes’ chicken sandwich you know that it lives up to the hype. Seeing these trends Popeyes decided to spend two years creating a new chicken sandwich. It saw this trend at Popeyes and at Burger King which is also owned by Restaurant Brands, Popeyes’ parent company. It noticed several years before the launch of its sandwich that more and more consumers were eating boneless chicken. While Popeyes’ twitter savvy has been analyzed endlessly the reality is that without a good product Popeyes’ chicken sandwich would never have become a phenomenon. Popeyes did the work it takes to be a success. ![]() “The reason it happened so quickly is that we had established trust with the client in the beginning of the year,” says Angela Brown, social strategist at GSD&M “A lot of other clients would have been too scared to act.” A series of approvals and bureaucracy would have caused the moment to slip away. You can almost imagine what would have happened in a company that wasn’t as prepared. If Popeyes didn’t have the foresight to ensure it was ready to respond the chicken sandwich wars likely would have never happened. Then Popeyes’ team spent 15 minutes brainstorming how to respond before tweeting: “y’all good?” The moment they prepared for happened when Chick-fil-A tweeted about their launch. The team had already set up a “code orange chat” on What’s App where they could quickly discuss any interesting social media activity. The team included Popeyes’ marketing, legal, communications as well as social media staff from Popeyes’ agency GSD&M. And the very event they prepared for happened. ![]() One of the keys to the success of this launch was that Popeyes had a team ready to take immediate action on social media in the event anything interesting happened. They wanted to know, is it worth the hype? Apparently it was and within nearly two weeks after launch Popeyes ran out of its famous chicken sandwich and it was unavailable for more than a month. The online sparring also had the affect of actually driving consumers with a serious case of FOMO to try Popeyes’ new chicken sandwich. The explosion in online activity around Popeyes’ chicken sandwich was so great it was equivalent to millions and millions of dollars in equivalent advertising dollars. Shortly after Chick-fil-A’s tweet, Popeyes responded with a tweet of its own: “y’all good?” A few words and the #chickensandwichwars began with many fast food chains including Wendy’s and Shake Shack jumping into the fray online, not to mention thousands of Twitter users, trash talking about who’s chicken sandwich was better. The hope was that Chick-fil-A would remind its following that it still had the best chicken sandwich in town. It is so good people took notice including employees of the biggest chicken chain by sales in the United States, Chick-fil-A. On AugChick-fil-A tweeted this in response to the launch of Popeyes’ new chicken sandwich: “ Bun + Chicken + Pickles = all the ❤️ for the original to more than one million of Chick-fil-A’s followers. At the time Popeyes had a little over 100,000 followers on Twitter. ![]() It has pickles, a buttery bun and chicken coated in buttermilk. On AugPopeyes launched a new chicken sandwich. No the world wasn’t coming to an end…unless you couldn’t get your hands on Popeyes’ new chicken sandwich. It was the summer of 2019 and there was a frenzy. ![]()
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