AI content is the zeitgeist with its contagious, boundary-pushing creativity. Despite AI’s cultural momentum, most brands are stuck on the sidelines. Legal departments are worried about IP risks, copyright, and the unpredictable nature of AI. That hesitation has created a creative gap—one that El Pollo Loco leveraged.
For National Chicken Month, El Pollo Loco launched a month-long UGC AI contest. The challenge was intended to resonate with a younger audience, increase influencer reach and engagement, build brand awareness, and increase social mentions with the hashtag #LocoAI.
Starting in August, they published a mix of stills and videos to build credibility with their own AI content. By September, AI influencers kicked off the challenge by sharing their creations, encouraging others to participate for a chance to win free chicken for a year.
We turned a passionate army of AI creators into digital chefs, serving up the most wildly inventive El Pollo Loco content imaginable. We partnered with key AI influencers and content creators to spread the word of Loco AI. As more and more fresh content rolled in, we reposted, liked and rallied behind AI representations of our fresh food. Every week, we would highlight the top content submissions and post new AI inspo for our grilled-chicken creators. The campaign reached beyond El Pollo Loco fans to AI artists, meme makers, and content creators.
The results? Absolutely Loco. With a total budget of under $15K, 382 pieces of unique content were posted that drove a 20% lift in social engagement and delivered $785K in earned media value. Social media made fire-grilled chicken a star on the internet’s weirdest stage.
382 UGC Submissions on Instagram and TikTok
19.56% Engagement Rate on TikTok
3.26M Total Reach on Instagram
2.7k views on Threads
