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Wingstop TV, Radio Spots For New Variety Feature Real Fan Tweets

Wingstop is pulling out the stops to promote a new, limited-time wing flavor: Spicy Korean Q.

The flavor, which "is like nothing else on [Wingstop's] menu," says CMO Flynn Dekker, is being supported by a 30-second TV spot and two radio ads — one English-language, one Spanish-language.  

The TV spot shows a fan's desperate tweets to her mom as she waits for mom to bring home the new spicy Korean wings, as mom hides out in her car, devouring the wings.

In the radio ads, the host of "Wingstop Tweet Talk" opens, reads and responds to fans' tweets, working in references to the new wings flavor.

On social media, the QSR brand is sending personalized gift packs of the new wings to its most loyal social media influencers and asking them to try them and tell Wingstop what they think. The gift packs include #SKQ exclusive swag, gift cards and other items.

Fans can also get in on the action by sharing their #SKQ experiences on Twitter or Facebook.

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Prior to rolling out the new flavor, Wingstop teased fans about it on Instagram, Twitter, and Facebook, giving clues as to what the flavor was all about ("Q...The New Hotness is Coming").

#SKQ was launched in San Francisco during a #WingstopTour, during which the brand made "Cooked to Order" T-shirts for fans who were the first to taste Spicy Korean Q. 

The campaign "takes an open-sourced approach to celebrating our fans for expressing their Wingstop love,” sums up Dekker.

The campaign, and the new flavor, fit with the brand's strategy of tapping into its passionate, ethnically diverse core Millennial demographic by encouraging fans to #GetAtIt and celebrate flavor not only through food, but in music, dance, art, fashion and all aspects of life.

According to Wingstop, it has one of the highest consumer engagement ratios in the restaurant industry: 30%.  

Spicy Korean Q will be available in Wingstop restaurants and online until Nov. 28, on both classic and boneless wings.

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