Planet Oat

Popeyes

VCU Brandcenter: 5-Day Sprint for Live Client

Creative Brand Managers: Andrew Harper and Ruby Shan
Copywriter: Taylor Bendus | Designer: Michelle Chiu

Tools: Figma | Illustrator | Photoshop | Procreate

The Ask

How might Popeyes create a more engaging app experience crafted to cater to both Generation Z and Millennials?

Challenge

Recognize the prevalent trend among food brands that enhances customer experience through Quick Service Restaurant (QSR) apps. It is imperative for Popeyes to create better app engagement to drive overall sales and business growth.

Solution

We created a mobile app experience, making the app more fun and easy to use. We updated their quick payment system and designed a series of challenges for users to participate in and to receive fun rewards.

Strategy

Give them their moment.

Target Audience

Gen Z and Millennials who represent a mix of genders and racially diverse backgrounds. They are risk-takers, reward enthusiasts, and culturally attuned.

#JustWingIt

A series of challenges to encourage Gen-Z to try new things and bring them their moment. The challenges focused around March Madness.

Our audience can participate by checking their social media prompts, responding creatively using the hashtag, and connecting with the Popeyes community.

Step 1.
Order on App

Open the app or visit popeyes.com to place your wing order to get a #JustWingIt Box.

In-App Payment

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Step 2.
Scan QR code on #JustWingIt Box

Scan the QR code on the #JustWingIt Box to receive a spicy challenge.

#JustWingIt Challenges

Challenge difficulty is based on the spice level of the wings

Step 3.
#JustWingIt

Complete the #JustWingIt challenge and record your victory.

Step 4.

Submit your video

to earn points

Submit your video through the QR code to earn points and redeem them

for rewards.

Redeem point for rewards!

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Step 5.
Tag Popeyes on social to

get bonus points

Tag Popeyes on TikTok and Instagram. Use hashtags #PopeyesJustWingIt and #JustWingIt to multiply your challenge points!

#JustWingIt has wings to fly

This series of challenges can be extended outside of March Madness to future events or holidays as well.

Summer series

Future summer-themed series can be named:
#HotWingSummer #Poppin’Heat #Kickin’Chicken

Conclusion

To engage our audience, we implemented an improved reward system. By generating content, audiences not only contribute to the community, but also accumulate points that can be redeemed for exclusive merchandise and raffles. Additionally, by encouraging users to promote Popeyes, we amplify our reach and create a more vibrant and interconnected user base.