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Brief Published: 26 Oct 2018

Brands Test How Far Fans Will Go

In two activations that are unconnected but related in spirit, a rock band and a fried chicken brand are both making fans go the distance to enjoy their product this month.

To promote its debut album, US rock band Greta Van Fleet shared an unpublished single that will only play in public parks. Fans visiting March.gretavanfleet.com on their smartphones are greeted by a message that reads, "We have a new song to share with you, and would like you to experience it in nature. If you share your location, we'll help you find the nearest park to listen."

Once fans arrive at their destination, the site unlocks the song and encourages listeners to share impressions of their experience online.

While this is a small intervention encouraging people to enjoy their local neighbourhood, US fast-food chain Popeyes is sending Texans on a 12-hour quest for free fried chicken.

Austin-based creative agency GSD&M devised a way to incorporate Popeyes' 12-hour chicken marinating process into the customer experience and really drive home the dedication involved in such a long prep time. Outside Fort Stockton, a Texas town of just 8,000 people, the agency planted a lone drive-through terminal that sends orders to Popeyes' New Orleans flagship restaurant – a 12-hour drive away. The Drive-Thru officially opens on November 9, and fans embarking on the journey will have a chance to win a year's worth of free chicken.

Campaigns like these, that nudge people to go out of their way, make an impact by enabling new experiences while on a brand mission. This isn't about branding the journey from start to finish; what matters is that the brand served as the catalyst for new memories.

For more on providing customers with tools to break their habits and surprise themselves, see Engaging Future Communities and How to Target Local Consumers.