TL;DR: After the pandemic canceled in-person entertainment in the summer of 2020, Wingstop used Boundless to help pivot from its regular summer marketing plan. For National Chicken Wing Day, we curated and sent wing-loving influencers and DJs a custom box that included T-shirts, VIP badges, hand sanitizer (of course), sticker stacks, branded water bottles and tasty lip balm.
overview
Since 1994, Wingstop has supplied wing-lovers across the globe with its fresh, never-faked Buffalo-style chicken wings. The beloved brand has served billions of chicken wings from their more than 1,500 locations. But the 2020 pandemic changed the chain’s plans.
strategy & goals
While music festivals are normally a sure sign of summer, the COVID-19 pandemic canceled all in-person entertainment. Though free wings, merch, and music were always a great way to promote the brand, Wingstop had to scratch any plans to market itself on the summer festival circuit. The brand needed a creative but pandemic-friendly way of getting its message across — and on a global scale, no less.
results
That’s why Wingstop worked with Boundless Brand Consultant, Brad Blankenship with LOGOLINK. We decided to promote the brand with a gift box for National Chicken Wing Day. Dubbed Wingstop Wing Day (WSWD), we sent to wing-loving influencers and DJs a creatively branded kit that was inspired by the summer music festival scene. Delivered directly to their door, the custom-printed WSWD box included branded goodies like:
Roadie T-shirts (complete with Wingstop locations, of course)
VIP badges, lanyards, and passes
Fully-wrapped, branded water bottles
Sticker stacks
Hand sanitizers
Tasty lip balm
stats
69
influencer placements
65,000
global views
1.9
million PR impressions
conclusion
While the excitement of summer festivals was put on hold for 2020, it didn’t slow down Wingstop. Influencers ate up the creative festival-themed boxes, sharing the experience with thousands of followers. In fact, this campaign generated an impressive 69 influencer placements that led to 65,000 global views and 1.9 million PR impressions.
The project was especially challenging because of pandemic constraints and a tight timeline. But both the Wingstop and Boundless teams were able to quickly come together for a successful campaign that transcended pandemic worries for amazing ROI.
