Through Sept. 30, the chain is offering two pieces of chicken and a biscuit for $2.99.
Fans can submit short (maximum 30 seconds) videos of themselves singing the chain's "Love That Chicken from Popeyes" jingle via YouTube, Vine or Instagram, tagged with #LoveThatChicken. Once the video is uploaded and an entry form filled out, participants copy the URL to the promotion's microsite to enter.
After the entry period ends on Sept. 30, a judging panel will choose three video winners in each of the three social media channels, based on creativity, adherence to the contest theme, and originality. Prizes include $1,000 (1st place), a wireless Bluetooth speaker (2nd place) or a Popeyes T-shirt, carabiner and $25 gift card (3rd place).
All videos will appear on the dedicated microsite, with 12 being presented weekly as “The Spicy Dozen.”
Employees can also participate in their own version of the contest, for a chance to win $500 and a private party for their restaurant group.
The contests were created by Popeyes's digital agency of record, Campbell Mithun.
Popeyes will drive traffic to its #LoveThatChicken Chorus landing page via Twitter, Facebook, in-store signage and promotional Web site banners.
Branding agency GSD&M created a call-for-entries video featuring "Annie," the Popeyes spokesperson who appears in its TV spots, and a national :30 spot to support the limited-time menu offering.
In addition, the chain has partnered with Coca-Cola on a "Popeyes and Sprite Trip of a Lifetime" sweepstakes.
Through Oct. 6, Popeyes customers who buy a 32- or 44-ounce beverage will get it in a Sprite-branded cup bearing a 12-digit code. That code can be texted to the short code 777483 to enter the sweeps, which offers a grand prize of a trip for two to New Orleans and two tickets to attend a Sprite-sponsored concert at the House of Blues in February 2014. Each code also enables the user to download a song or Popeyes ringtone.
The sweeps can also be entered, without purchase, through a mail-in entry.