With only a fraction of the advertising budget of big fast food chains, Wingstop was challenged to make their outdoor messages get noticed without spending millions on big media placements.

Wingstop took their billboard budget and gave it to the fans to wear the ads instead. One-thousand sweatshirts with brand messages, gone in seconds and worn with enthusiasm. Fans everywhere got to feel like brand influencers, earned big rewards when they got on TV and livestreams, hijacking broadcasts on ESPN and TBS, ultimately getting our message out to millions.

In a world where fast food chains fight for your attention by spending millions on billboards, Wingstop wanted to find a more cost-effective way to get eyeballs on their outdoor messages, and the solution was screaming “I want to be an influencer!” all over their social pages.

One-thousand sweatshirts were teased on Twitter & Instagram, launched and then gone minutes later. Fans were publicly paid $10 via Venmo and rewarded with extra prizes for getting extra reach. Event tickets like courtside seats were given away to fans eager to get our message more coverage.

291 million impressions

69% lift in sales

94% less cost per impression than the traditional out-of-home campaign