Hype never
tasted so good.
Popeyes's original Chicken Sandwich launch went viral overnight, ushering the brand into the heart of hype-culture. So when we heard the internet's favorite sandwich was about to launch a saucy new edition, we knew we had to lean into the hype for this highly anticipated follow up.
A rollout designed to
build an appetite.
It began with a series of wild postings strategically placed in the countries most well-known hype streets and neighborhoods: Fairfax in Los Angeles, and Soho in NYC.
Following our wild postings, we leveraged influencers from sneaker and foodie culture to help spead the word and dropped a :15 teaser that drove fans to a microsite where they could enter our blind drop auction.
The taste that broke
the internet.
Upon visiting the drop site fans had a chance to enter their name for exclusive early access to our mystery sandwich drop, a Hype Pass (good for a months worth of Popeyes) and some saucy merch. The site went live at midnight, on April 26th, within 30 mins the server crashed due to an overload of visitors, only amplifying the hype for our drop even more.
In total we received over 21,000 submissions created over 1 Billion impressions within the 48 hours, and awarded 25 lucky winners with hype boxes.
A debut worth
the hype.
With the wait finally over we revealed our latest drop to the world; The Buffalo Ranch Chicken Sandwich, across Popeyes Social Channels.
With the demand at an all time high we pulled up to one of the most infamous hype streets in America, Fairfax Ave in LA and parked in front of one of the hottest store on the block, Supreme while they were serving a drop of their own. Highjacking their clientelle, we delivered Buffalo Ranch Chicken Sandwiches to hungry hype-beasts all day long.
