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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.
THE
RESULTS:
The site went live at midnight, on April 26th, within 30 mins we drove so much traffic to the blind auction that the the server crashed, only amplifying the hype for our drop even more.
In total we received over 21,000 submissions and created over 1 Billion impressions within the 48 hours that the site was open for submissions.
THE
LAUNCH
_
THE
REVEAL
On May 3rd 2022 the wait was finally over. We dropped a launched video across social, revealing our new drop to the world, the Buffalo Ranch Chicken Sandwich.
Additionally Popeyes social channels were updated to feature, and hype the new sandwich, and we refreshed our wild postings, officially launching the sandwich.
THE
POP-UP DROP
Once we revealed the Buffalo Ranch Chicken Sandwich to the world it was time to let the people see what the hype was all about. So we pulled up on one of the most hype-streets in America, in front of one of the most hype stores: Supreme on Fairfax Ave in Los Angeles, CA.
Hijacking the notorious drop lines that cover the street, we came through and delivered Buffalo Ranch Chicken Sandwiches to hungry hype-beasts all day long.
SUSTAIN
PHASE
_
To sustain the hype around the Buffalo Chicken Sandwich and continue driving sales, we created a number of visual assets to be used across all of Popeyes social channels for the duration of the product drop.
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