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Popeyes marries mobile and social for new interactive digital campaign

Fast food chain Popeyes is promoting its new Mood Wing initiative and using mobile and social elements to help drive awareness.

The company launched its national promotion featuring a Mood Wing app that reports a spicy, mild or mixed rating based on a user?s Twitter or Facebook post. Additionally, when customers learn their mood, they receive a menu suggestion and related spicy, mild or remixed song curated from Spotify playlists.

?Because Popeyes customers are active social-media users and enjoy image sharing, the Mood Wing status reports on Twitter in particular have been optimized for mobile sharing,? said Karlie Lahm, social and digital media manager at Popeyes Louisiana Kitchen. 

?The tweeted Mood Wing reports appear as an image for easy pass along via Twitter or MMS,? she said. ?In contrast, on Facebook the Mood Wing reports appear as a status post along with a suggested menu item and related Spotify music track.

?Each execution plays to the strengths of the different social media platforms.?

Founded in 1972 in New Orleans, Popeyes is well-known in the New Orleans segment of the foodservice industry and claims to be the world's second largest quick-service chicken concept based on the number of units.

Campbell Mithun help develop the digital effort for Popeyes.

Mobile effort
The new Popeyes promotion will run through May and goes in conjunction with the company?s Spicy or Mild Bonafide bone-in chicken promotion.

Users can access the app via Popeyes? Facebook and Twitter accounts.

The company integrated mobile and social into its digital campaign after seeing how active its customers were in both mediums.

?We?re spreading the word out about the campaign via our Facebook and Twitter social-media channels, an email blast to our loyalty database and our Web site,? Ms. Lahm said. 

?Of course, the word will continue to spread as our friends and followers share their own Spicy, Mixed and Mild Mood Wing reports,? she said.

Past efforts
This is not Popeyes? first foray into mobile.

In 2009, the company introduced a mobile coupon campaign that promoted its three-piece chicken dinner. The promotion achieved a 54 percent double opt-in.

Cox Media ran television spots in Wichita, KS, which encouraged consumers to text the keyword POPEYES to short code 74642 (see story).

?For 2012, Popeyes is focused on maximizing the impact of digital/social media and integrating online elements into our promotional calendar,? Ms. Lahm said.

?Because our customers enjoy interacting with Popeyes and are active users of mobile and social media, digital initiatives like Mood Wing allow us to meet them where they are and interact with them in ways that strengthen our relationship and convert them from brand users to brand advocates,? she said. 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York