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Social Media Jockeying Made Popeyes’ Sandwich a Viral Sensation. A UMD Marketing Expert Explains How.
Popeyes' new effort to go bun to bun with Chick-fil-A (left) and Wendy's (right) launched a Twitter frenzy last week. "They nailed it in terms of product," said Hank Boyd, clinical professor of marketing.
If you’ve been on social media over the last week, you know: The feathers have been flying.
Popeyes on Aug. 12 tweeted about its new chicken sandwich, which might have gone relatively unnoticed. Then a Twitter war broke out between the chain and its competitors, including Chick-fil-A, Wendy’s and Shake Shack. With all that squawking, it’s perhaps no wonder that lines snaked out the door at franchises across the country, and TV news stations were airing reports about locations where the sandwiches had sold out. A Maryland man was even selling one of the precious entrees last week for $100 (plus shipping!), according to Washingtonian magazine.
Hank Boyd, clinical professor in the Robert H. Smith School of Business’ marketing department, said on Friday that this kind of corporate squabbling on social media can contribute to the goal of winning hearts and minds—and stomachs. Here are some of his key takeaways:
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