An example of word-of-mouth advertising can be observed through viral marketing. In 2019, Popeyes launched its new version of a chicken sandwich which customers immediately compared to competitor Chick-fil-A's chicken sandwich. This led to wide discussions on social media platforms like Twitter between customers about the similarities between the two sandwiches. Due to the virality of the campaign and the vast word-of-mouth surrounding it, the sandwich was sold out for two months.