Popeye’s is following in the footsteps of other quick-service restaurants that rely on SMS for contests with a new campaign that encourages consumers to use their mobile device to interact with packaging for a chance at winning tickets to an exclusive concert.

The fast food chain famous for its chicken is enlisting mobile as part of the brand’s “Love That Chicken” promotion that correlates with National Fried Chicken month in September. In addition to SMS, Popeye’s is also using mobile photo-sharing and video applications to build brand awareness around the brand’s theme song.

“The mere definition of ‘fast food’ is that it is purchased quickly,” said Jeff Hasen, marketing officer of Mobivity, Phoenix. “Mobile ordering and delivering helps further deliver on the promise.

Mr. Hasen is not affiliated with Popeye’s. He commented based on his expertise on the subject.

Popeye’s did not meet press deadline.

Text to win
Popeye’s has plastered mobile calls-to-actions on Sprite cups for consumers who choose to upsize their combo meals during September.

The cups feature a 12-digit code that can be texted in to the short code 777483 for a chance to win prizes.

Participants can then enter to win a VIP trip to New Orleans with tickets to a Sprite-sponsored concert in February 2014.

The code is also tied to a free song download or a custom ringtone that is compatible for mobile devices.

Although it might not be the newest mobile channel, SMS is a workhorse for quick-service restaurants that use mobile to primarily drive in-store traffic.

The Popeye’s campaign is an example of how mobile can also be used to make the in-store experience more interactive. Additionally, the mobile call-to-action gives consumers an incentive to upsize their meals.

The campaign’s microsite

User-generated content
Popeye’s is also leveraging mobile social media for the campaign.

Consumers are encouraged to upload Vine, Instagram and YouTube videos that depict their own version of Popeye’s “Love that Chicken from Popeyes” theme song that plays during the brand’s television commercials.

Videos must be tagged with the hashtag #LoveThatChicken. Once a video is uploaded, consumers can copy the URL attached to their submission on Popeye’s microsite at http://popeyes.com/LoveThatChicken/.

The microsite also lets consumers view other submissions. Additionally, there is a button that lets consumers mix and match submissions to create a chorus.

For each week of the campaign, Popeye’s will pick 12 different videos that are the most creative and innovative submissions. The videos will then be entered to win prizes such as $1,000, wireless Bluetooth speakers and Popeye’s gift cards.

“Quick-service restaurants are among the most progressive and successful through mobile programs that take into account dayparting, convenience, offers and the creation and cultivation of community,” Mr. Hasen said.

“Some have large, monetizable permission-based databases that drive sales and loyalty,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York