To test fans of its 12-hour marinated chicken, Popeyes wanted to see if hungry customers would drive 12 hours to get 12 months worth of free chicken. Suspense…
Popeyes – a fast food restaurant chain originating from New Orleans, Louisiana – serve “fast food” that’s cooked slowly. Their chicken is marinated for 12 hours before it’s served. While this is quite the novelty in an industry where everything is about going fast, it definitely is a USP worth promoting loud and clear.
So the question is (or rather was): would you drive for 12 hours across the Southern United States for an order of free 12-hour marinated chicken? That is the idea behind Popeyes latest campaign, the 12-hour Drive-thru.
A Drive-thru ordering booth was set just outside Fort Stockton, Texas. That’s literally in the middle of nowhere: Fort Stockton is a small town of 8,000 located between El Paso and San Antonio. But Fort Stockton is a special town, as it happens to be exactly a 12-hour drive away from Popeyes’ Flagship store in downtown New Orleans.
The idea, created in partnership with Popeyes’ longtime agency GSD&M, documents the journey of several customers who accepted the challenge of driving for 12-hours to get their hands on some delicious (and free) chicken. As they drive through states, they are greeted with billboards and even groups of cheering supporters.
So, would you drive 12 hours for free chicken?
If not, that’s ok, you still get a chance to win 12 months of free chicken (value $360) here: popeyes.com/12hourdrivethru/