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Case Study “C”: Online Promotion

Online Promotion

Products: Popeyes and Dr Pepper

Audience: National

Target: Males 14-29, Urban

Media: Online, Interactive

The “Carrot”: An online game where points were accrued that could be redeemed for Foot Locker Gift Cards, "Get your flava kicks at Popeye’s""

Budget: Due to the fact that this was a National Promotion, celebrating the 35th anniversary of Popeye’s that would run 60 days with rewards for playing a “custom online game, the budget was more than quadruple that of most regional promotions

Additional Considerations: It was necessary to contract with a source who could design, implement and administer an online “game” targeted to young urban males. It was imperative that the game was extremely Reliable, especially because of the sweepstakes aspect and the legalities Involved. In this case, Firehouse was the agency we, at Foot Locker, worked with on the promotion.

The Idea:

Dr Pepper sponsored a sweepstakes to celebrate the 35th year of Popeye’s Chicken by letting consumers know that Popeye’s is still on a flava kick.

How It Works:

Consumer Sweepstakes:

Popeye’s consumers are encouraged to register online for the “Popeye’s Flava Fan” loyalty program

Everyone who registers will be automatically entered in the “Get Your Flava Kicks at Popeye’s” sweepstakes

35 winners will receive a pair of “kicks” every day for 35 days(1225 total winners)

“Kicks” to be given in the form of a Foot Locker gift card valued at $100

Consumers who register online but don’t win the sweepstakes will receive a $10 coupon good at any Foot Locker retail location via email.

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