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
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!
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.
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
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