Dieunerst Collin laughed all the way to the bank years after his Popeyes internet meme became an internet sensation on social media.
Collin, then 9 years old, was standing in line with his family at a Popeyes in Irvington, New Jersey. While in line with his family waiting for his mail to be prepared, a customer standing behind Collin took out their phone and began recording Collin who was simultaneously dancing while offering a confused expression coupled with a side-eye look while holding a lemonade cup.
Night At Popeyes That Changed His Life
The meme, which became a viral sensation was posted on Vine and later migrated to Facebook and became the talk of the town.
“Popeyes was actually a good thing for us because whenever nobody wanted to cook, we went there,” recounts Dieunerst Collin on today’s episode of Scoop B Radio.
“That night, I didn’t think that I was going to get recorded. When I get there, we get our food and all that good stuff and my dad gives me the bag and the cup and he says, ‘Hey, me and your brother are going to use the bathroom. Stand in line so you can get some tea for us.’ So I stand in the line and outta nowhere the camera guy comes in with his friends having a good time and stuff recording me; obviously based on the look, I looked very weirded out because it’s like, ‘are you recording me?’ And I think I really wanted to turn my head and look around and be like, ‘Why are you recording ME?’ Obviously this is where the meme came from, which is me just awkwardly turning around.”
Indeed Dieunerst Collin was on candid camera. The 15 minutes of fame wasn’t even 15 seconds. But over the years, his image became a go to when friends and families shared the meme as a GIF in text message exchanges.
Creating An NIL Deal With Popeyes
There were multiple problems with this. Not only was he a minor, but his image was being used without consent, he didn’t get paid for his likeness being used and he was recognizable to people locally in his hometown of East Orange, New Jersey.
“I was actually in the room watching a movie with my mom and my little brother and my cousin texted my sister and said, ‘Hey! Why is Dennis on Facebook? He’s going viral and all that stuff,’”
“So she comes to me and asks me, ‘Hey! Did you record a video with somebody like… at Popeyes?’ and I’m like, ‘No, I don’t recall…’ So I actually go to her room and she shows me on the laptop where I’m on Facebook going viral on the Vines page and I’m just sitting there shocked like, ‘Why is this happening to me?’ So outta nowhere I felt very emotional throughout that whole process; obviously, my mom was there to comfort me to say, “Hey. Don’t worry about it. All this will flip very soon…”
Indeed it did flip! Collin, now a college junior and a defensive lineman at the University of Texas Permian, set social media ablaze again in 2023 with yet another viral moment. He posted a throwback of his viral photo on Twitter and Instagram and asked his followers to help him get Popeyes’ attention for an NIL deal.
For those tardy to the party: Since 2021, collegiate athletes are able to sign deals that allow them to be compensated from brand partnerships that use their name, image and likeness for marketing and promotional content.
“I just made the post,” recounted Collin.
“I posted on Twitter and then everybody just supported me and reposted it saying, ‘Popeyes stop playing with him! Give him a deal! You guys won’t regret it!’ And luckily and literally in 24 hours they hit me up and said, “Hey. We want to work with you.” And from there, it was just up from there!
His followers obliged by tagging Popeyes in posts and it caught their eye and it worked.
Marketing Genius Created Opportunities Including A Billboard & Free Chicken
Popeyes rolled out the red carpet for Collin first by announcing the deal. The fast food chain then posted a video on Instagram which told the full story. The tale of events was special for Collin and he said the feedback from everyone warmed his heart. “I was on the way back from my winter break at my previous school and I had people texting me saying, “Hey. SportsCenter posted you again…’” he said.
“And in my head, I’m like: ‘Okay. That’s cool. It’s nothing crazy.’ So I actually got one message from one person, Emmanuel; he texted me and said, ‘You need to capitalize off of this. Remember, you’re a college athlete now. They want to sign college athletes, you know.’”
His friend was right. Popeyes also erected a billboard of Collin in his East Orange, New Jersey hometown which features the viral image and a new photo of the adult version of Collin mimicking his 9-year-old expression with a larger Popeyes drink in his hand.
Marketing genius!
So what are some of the other perks?
“I really don’t have any perks,” Collin says.
“It’s just every Popeyes now knows me and usually now people will be like, Hey. That’s the Popeyes kid and all that stuff and usually they get a bunch of free stuff, you know? To be honest for me, I haven’t stepped in a Popeyes ‘til this day but I’m just happy for everyone else that knows me that they’re able to get a little something off of me and it’s cool.”
After further review and conversation while appearing on the Scoop B Radio Podcast, Collin says there is actually one lucrative perk from his NIL deal: free chicken from Popeyes.
“So actually I was given a card by them,” he tells Scoop B Radio.
“It looks like a gift card. An all white gift card.
“It was like a little gift card and they said, ‘If you want to, you can just swipe and go ahead and get something.’ But I actually decided that I won’t be needing that. I actually gave it to my family members. I’m not there so I said: ‘Hey guys. This is for you. Whenever you guys want something, just go ahead and get something.’ Real crazy. So I just gave it up”
Television Career and Life After Football
In addition to gift cards, NIL deals and free chicken from Popeyes Dieunerst Collin discussed football and life after college. The Communication Studies major says he wants to play in the NFL and wants to pursue a career in broadcasting. “I actually want to pursue it professionally and I actually can make more use of my name,” he shared.
“When it comes to being a personality, I want to be like Shannon Sharpe. I want to be able to show people that I know the game but trust me, I know that I can be myself. I don’t want to be the type to sit there and have to read off the teleprompter; which is nothing wrong with that but me, I just want to say whatever I want and be real truthful about it.”
Dieunerst Collin discussed tons more on the Scoop B Radio Podcast. Make sure to check out the full interview by clicking here.
