WINGSTOP SOCIAL
I lead a team that creates socially-led digital content, stunts and activations for Wingstop.
In 2022, Wingstop launched their first ever chicken sandwich. We expected fans to flock to it, but the reception was even greater than we expected: over 4 weeks of supply, around 1MM sandwiches, sold out in only 6 days. So we reacted on social with the only word that could really express how we were feeling:
And the internet lost it. The post got over 95,000 retweets, 456,000 likes, and 12,000 new followers all in one day. The reaction post was a mixture of a popular platform trend - one word tweets - and a confidence in our playful instigator tone that our audience expected of us. Two hours after our one word tweet, we posted a follow-up tweet revealing the sell-out, which also went viral.
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THE FANS BRING BACK HOT HONEY
There's a fine line between love and hate, and the fans of Wingstop's Hot Honey flavor walk it frequently. For the last 3 years Hot Honey has been our most coveted limited time flavor - inciting comments, letters, and even threats from fans when we take it off the menu. This year, when we announced that Hot Honey's time was coming to a close, the fans let us have it in the comments.
One of those super fans - Giannis Antetokounmpo - who had already shown a deep love for the brand, called us out directly. So we gave the fans what they wanted, and made the flavor a permanent menu item.
PRESS: Yahoo, PR News Wire, MSN, The US Sun
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SWEET OR HEAT DATE NIGHT QUESTION GAME
Eating wings can get messy. So can relationships. To launch Wingstop's new sweet & spicy Maple Sriracha flavor during cuffing season, we created a date night question game with two options - Sweet or Heat - to help couples spice up date night. We made a limited batch and they flew off the virtual shelves in under two minutes.
Feeling spicy? click here.
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Our fans love Wingstop ranch, especially in weirdly large quantities. We took that insight and tripled down on it. Peep the case study below.
