Problem: Develop an integrated campaign that maintains the hype of the chicken sandwich.
Insight: Competitors have started creating their own chicken sandwiches, causing an online frenzy of chicken sandwich wars.
Idea: The sandwich is so good that competitors will go to extremes to get rid of it.
Click through some of our favorite tweets. We really tried to capture the spirit of the twitter debate.
After the online conversation grew, Popeye's would reveal the Free The Buns campaign, and drive users to this microsite:
Check it out! Have fun ordering some merch and reading about the cause in more detail.
We also of course had to include some merch. Who wouldn't want some free the bunderwear?