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POPEYES
BLIND DROP
+ CLIENT - POPEYES
+ AGENCY - GUT MIAMI
+ ROLE - CREATIVE DIRECTOR
Popeyes's Chicken Sandwich launch of 2019 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.
Introducing Popeyes Blind Drop: A blind auction style product drop for the new Buffalo Ranch Chicken Sandwich.

PRE-
LAUNCH
_
WILD
POSTINGS
In an effort to peak curiosity and build anticipation among hype-beasts, we developed a carefully orchestrated teaser phase pre-launch.
It began with a series of wild postings strategically placed in the countries most well-known hype streets and neighborhoods such as Fairfax in Los Angeles, and Soho in NYC.
The posters alluded to our new drop without ever revealing exactly what it was, simply teasing that something big was dropping on 05.03.22.
Following our wild postings, we updated all of of Popeyes social surfaces to feature the mystery sandwich and dropped a :15 teaser across their social channels.
The teaser as well as some supporting tweets drove fans to a website where they could enter their name into our blind auction, where 25 lucky winners would win access to an exclusive hype box.
TEASER
VIDEO
BLIND
AUCTION
_
HOW IT
WORKED:
Once fans arrived at our landing page the instructions were simple. Users had 48 hours to enter their name and information for a chance to be 1 of 25 lucky winners to land the hype box, which included: Exclusive early access to our mystery sandwich drop, a Hype Pass (good for a months worth of Popeyes) and some saucy merch.
Oh and it all came packaged in a swaggy sneaker box that would make any sneakerhead jealous.
