Would you drive 12 hours for a year’s worth of fried chicken? Popeyes’ latest marketing stunt wants customers to do just that.

Beginning on October 23, customers can apply to the competition. Popeyes will choose 12 lucky winners who will get to participate in this new competition, which is dedicated to celebrating the 12-hour marinating process Popeyes goes through to create its iconic fried chicken.

The winners will begin by ordering at a special drive thru in Fort Stockton, Texas, and pick up their order in New Orleans. Over the 12-hour drive from Fort Stockton to New Orleans, the 12 customers will see billboards pointing them in the right direction and letting them know how many hours they have left in the car before they’ll be eating fried chicken. Popeyes decided it needed to show customers how long 12 hours actually feels like and if winners end up picking up their order in New Orleans, they’ll also walk away with 12 months of free chicken. The drive thru will officially open on November 9, but some customers have already tested out the drive thru. 

Even though only 12 winners will actually be making the drive to New Orleans, anyone can drive up to the menu board and place an order while its open.

Popeyes is also giving customers who can’t make it to Texas the chance to win online. Fried chicken lovers simply need to tweet a link to the drive thru video and use the hashtags #12HrDriveThru and #PopeyesSweepstakes to enter the competition.

Fast Food, Story, Popeyes