We had 5 days to create an organic TikTok campaign to promote Popeye's wings during March Madness.
Former NCAA women's basketball player and current Globetrotter, Brianna Green, ignites the challenge. Share your gameday rituals.
Athletes, fans and Popeye's home state, Louisiana, all have superstitions. If you don't have a game day ritual, Popeye's influencer will share wing-related rituals she uses on gameday. This gets people trying wing flavors and participating.
UGC increases when people post their own rituals as they tune into the big game. Here's what one would look like.
At playoffs, we drop a secret TikTok menu that gets you a deal on all 5 flavors. Special packaging with lucky coins inside route in-store customers to TikTok to participate too.
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Here's what Popeyes' grid will look like by now.
Participants get deals on wings and have a chance to win a catered watch party for the Men's and Women's Championship games.
CW: Luke Strother
AD: Maya Kahnke
AD: Mellette Mackie
ST: Catherine Emblidge
ST/CBM: Brian Nguyen
ST/XD: Kevin Kelleher