Since most people don’t know we marinate our chicken for 12 hours, we gave them the opportunity to experience all that flavor firsthand in the Marinating Machine, a 13-ft.-tall chicken pod that lets humans experience the feeling of 12 hours of Popeyes flavor in 1.2 minutes.

The pod was equipped with an immersive video, a custom massage chair and Popeyes signature scent. Each participant had his/her photo taken before entering the pod. As they marinated, the experience got more flavorful—the video became more psychedelic, the massage chair vibrated more intensely and the smell of Popeyes became stronger. As their journey neared its climactic end, the participant’s face would appear in the video—they were officially delicious.

Upon exiting the pod, they were directed to a kiosk where they could send personalized GIF of their experience to themselves to share on social and given chicken to satisfy their Popeyes craving.

Musical festivals: A place where people marinate all day in beer, sunshine and tunes. The perfect place to tell the story of Popeyes 12-hour marination process. More specifically, at Shaky Knees Music Festival in Atlanta, GA. Yup, that’s where we decided to bring a 13-foot chicken leg for concert-goers to take a pause in the day, and, well, marinate. For one weekend in May, this glorious spectacle was placed in a corner of Centennial Park for the duration of the music festival.

Business impact – sales, donations, site traffic

• 244,679 clicks to site

• Reached over 16MM unique people across all media

• 4.3MM views

Response rate

• 13%

Impressions

• 31,548,052

Change in behavior

• Consumers spent an average of 37 seconds with our Facebook Canvas ad, leading to a

Facebook Success Story: https://www.facebook.com/business/success/popeyes

Consumer awareness

• Estimated 9.3% lift in ad recall per Facebook