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.
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.
That’s why Wingstop worked with Boundless’s Creative Brand Consultants. 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:
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.