How Popeyes is turning its X suspension into a marketing opportunity

Popeyes’ X account was suspended last weekend for violating the platform’s rules for sending large numbers of unsolicited messages, halting a National Fried Chicken Day promotion. Now, the fast food chain is trying to turn the suspension into a marketing opportunity. To promote its new boneless wings, Popeyes recently partnered with Jimmy O. Yang, who in 2018 wrote an article about how boneless wings are a “lie.” The comedian and actor stars in a new ad from McKinney that depicts his change of heart. As part of the campaign, Popeyes planned to direct message 63,000 X users on National Fried Chicken Day (July 6) who had previously publicly proclaimed their hate for boneless wings. The chain offered them codes for a free six-piece boneless wings with any purchase made online or through the Popeyes app. That plan hit a snag when Popeyes’ X account was suspended on Saturday for sending too many DMs, a violation of X’s platform manipulation policy, which prohibits sending high volumes of direct messages. X did warn Popeyes that they could be suspended for messaging too many codes, according to a person familiar with the matter. “Our rules prohibit sending large numbers of unsolicited messages,” a spokesperson for X wrote in an email. “While we appreciate Popeye’s enthusiasm for spreading the word about boneless wings, we’ve reminded them that people want chicken from them, not spam.” As a result of the suspension, Popeyes cannot post organically using its verified handle, or run ads. Its last X post is from June 10. Check out the latest Ad Age events and award programs But now Popeyes is trying to use the suspension to gain awareness for its wings, in a possible signal that the whole affair was a marketing stunt from the start (although a Popeyes representative denied this was the case). For instance, it blogged about it in a post dated June 9, titled “Did Popeyes Get Kicked Off X on National Fried Chicken Day?” “It makes no sense for us to get kicked off X on National Fried Chicken Day, but that’s exactly why we wanted to do it,” Jeff Klein, president of Popeyes North America, said in the blog post. “It’s one of our key mantras, ‘We Don’t Make Sense, We Make Chicken.’ We believe that our Boneless wings can make even the strongest of deniers into believers, that we were willing to do something so out of the ordinary. If it takes us missing out on a holiday that is practically made for us, so be it. Our goal is to turn deniers into believers, and however we need to make that happen, we are willing to.” The post also plugs a deal whereby Popeyes Rewards members can get a free six-piece boneless wings with a $10 purchase made through the Popeyes app or website through July 14. Other language in the post implies that Popeyes may have gotten suspended on purpose, despite being warned by X. “We knew this would happen, in fact, we hoped this would happen,” reads a line from the blog post. “Our Popeyes account remains inactive, leaving our guests, and fried chicken enthusiasts in suspense about when we will return online, and what we will do next.” Oddly enough, the image for the blog post initially showed an “account suspended” screenshot of the @popeyeschicken handle, but that is not the official Popeyes’ X handle (it’s @popeyes). The brand later updated the image to remove the handle. Regardless, Popeyes as of Wednesday morning remained locked out of its official account and is unable to post organically or run ads. To regain access to its account, a Popeyes employee with access to the account must provide X with a government ID and a letter showing they work for the chain. Popeyes made bone-in chicken wings a permanent part of its menu in November 2023 and promoted it in its 2024 Super Bowl ad.

How Popeyes is turning its X suspension into a marketing opportunity

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