Popeyes takes to Facebook Live to bring a 'Drive-Thru' to chicken fans

Be the first to comment

Viewers could win a Popeyes meal for National Fried Chicken Day

Yes, National Fried Chicken Day is a real and, for some, a tasty holiday.

While some restaurants and fast food chains are offering discounts or special menu items today, Popeyes is celebrating with a "Drive-Thru Bash" on Facebook Live.

Created with Austin, Texas-based agency GSD&M, the "Drive-Thru Bash" attempts to connect with fans of the fast-food chain in a new way, said Tom Hamling, group creative director at GSD&M. "We’re hoping ‘Drive-Thru’ creates a more personal experience, where we can connect with fans in real-time," he said.  

When Popeyes’ more than 670,000 followers are notified of the live event on Wednesday, they will see a drive-thru constructed to look like one from a real restaurant. Actors and musicians will engage viewers from the ‘Drive-Thru" with trivia games like "Wheel of Chicken" and charades. There will be two broadcasts, at 11:30 a.m. and 2:30 p.m. EST.

The fast food chain partnered with Postmates, an on-demand delivery app, to send participants free fried chicken. The social media team at GSD&M will select the winners based on correct answers and also at random. (Winners will be asked for the delivery address in a direct message on Facebook.)

Meals will be delivered within 60 minutes of the interaction, promises the agency. "We really want to take advantage of the real-time aspect of Facebook Live," said Hamling. "It doesn’t get much more unique or personal than meeting fans where they already are — on social media — then showing up at their home or office with a warm, crunchy fried chicken lunch in hand."

This is not the first time Popeyes has created a promotion for #NationalFriedChickenDay. Last year, the fast food chain surprised travelers on Southwest flights with free chicken meals, Coca-Cola and swag.

Popeyes joins a growing list of brands producing creative ways to connect with consumers using the year-old live broadcasting feature. Last week, GE broadcast a video series filmed entirely by drones that focused on the technology behind the Olympics; BuzzFeed famously blew up a watermelon in April; Tastemade live-streamed an artist creating latte art in March; and Benefit Cosmetics uses live video to share weekly makeup advice.


The latest work, news, advice, comment and analysis, sent to you every day

register free

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Trending on Campaign


The Hub 
Marketing Tech News