A Full-on crave inducing website

On April 20th, WingStop’s homepage was taken over by “WINGING OUT”, 24-hours of psychedelic wing footage. Trippy flying wings, munchies-inducing ranch animations and cotton-mouth-quenching fountain drinks. A full-on temptation for those in an “altered state”. AND ONE VERY IMPORTANT BUTTON: ORDER NOW.

We published the imagery in our social channels and invited relevant influencers to check it out and order their own.

Introducing: “WINGING OUT”

We used this relevant cultural moment and a choiceful set of words and images to attract a subset of culture and WingStop’s loyalists to a one of kind online ordering experience.

At 12:00am CST on Wednesday 4/20, WingStop launched a 24-hour crave experience with a takeover on WingStop.com. The site only had two calls to action: Order Now and Share.

The experience was made to stoke the crave, and to share. We built the experience for our online advocates to bring 4/20 participants into our experience.

Activations & Drivers included:

30-minute looped video on WingStop.com running for 24 hours straight.

Direct CTA to Online Order and Facebook/Twitter ‘Share”.

Header takeover on WingStop.com homepage.

Instagram & Twitter posts driving to WingStop.com

Real-time community & paid media management

Pre-determined response tweets

All with very limited paid media support (Less than $10k)

Reach: 2.58MM

Engagement: 32,000 Engagements of Twitter

Sales: +115% YOY Online Sales Increase