Live Client: 5 day sprint
Popeyes was craving to hack themselves into March Madness.
So we bought on the madness for the only thing that makes sense in sports: Popeyes' chicken wings.
Mad as a chicken wing parties
While Popeyes can't get into the games, they can get into hotel parking lots near the stadium.
Which is where they'll throw pre-game parties and give fans merch to wear into the arena if they complete mad challenges. And after the game, winners and losers can return to the truck for free wings.
Random Acts of Madness
Popeyes can't mention March Madness teams but they can mention the schools in the tournament and put on stunts at these colleges to create buzz in the press and on social.
Popeyes will use the maddest social platform, TikTok, to engage fans and put Popeyes wings in the their court.
The Starting 5 Lineup
Caption: Roasted Garlic Parmesan aka CHEF PARM always cooks up a storm on point with his unstoppable Louisiana flavor.👨🍳 #LetHimCook
Caption: Next to our lineup, it's the honey picker you love to hate on the BBQ court, the WORKER BEE 🐝
Caption: You know him as the SPOOKSTER, but we know him as the ghost pepper that haunts our taste buds Alley-BOO! 👻
Caption: Give a big holler to the double trouble wing, JUMP SPICE 🏀 He’s sweet to your face but spicy on the court.
Caption: Last but not least is our signature wing MR. HOT SHOT 🔥 He’s here to stay and he ain’t clucking leaving anytime soon.
Poppy Gone Mad
March Madness Content
Poking fun at Competitors
DIY Wing Recipes
Caption: All is fair in March #WingontheMadness!
Caption: There’s no sense to the madness, you just have to embrace it #WingontheMadness
Rose: The ACD of Popeyes shoutout the copywriter, mwah, for nailing their brand tone of voice. I went rosy red from compliment. 😊
Bud: It was a fun challenge tackling this brief in a week and seeing what we're capable of making under a time crunch.
Thorn: We were stuck in the Brandcenter basement for 5 days straight. Some say our spirits are still trapped there.
Copywriter: Paris Cipollone Art Directors: Carli Aldape & Jess Riporti
Experience Designer: Anna Lyle Collett Brand Manager: Grey Walters