When it comes to weed-induced cravings, nothing hits the spot like Wingstop Wings – at least according to twitter where this dynamic duo was mentioned together more than 22,000 times last year.
Wingstop wanted to build on this momentum, create targeted buzz, and claim the holiday by speaking to a highly susceptible audience. So we took over an entire commercial pod on Adult Swim at 12:01am Weed Day morning, followed by online video, trance-inducing gifs, live tasting events, and toked-out VR hallucinations.
The ultimate goal was to leave fans questioning reality and craving Wingstop.
When it comes to weed-induced cravings, nothing hits the spot like Wingstop Wings – at least according to Twitter, where this dynamic duo was mentioned together more than 22,000 times last year.
Recognizing the opportunity to play in a space where our consumers we inviting us, we set out to "lift" our fan's spirits and do what we do best, feed their crave. To build on the momentum and officially claim the holiday, Wingstop kicked off the festivities by taking over an entire commercial pod on Adult Swim at 12:01am Weed Day morning.
Viewers were treated to more than two-and-a-half minutes of psychedelic wing animation and "high thoughts" delivered by outlandish characters – including old-man-babies and space chameleons.
TV was then followed with long form YouTube videos, live tasting events at 4/20 celebrations, and a VR experience that put tokers and online social influencers at the center of flavor-fueled hallucinations.
We left 4/20 enthusiasts questioning reality and craving Wingstop—so much so that more than 5,000 people watched the ENTIRE ten minute YouTube video.
All solidifying the bond between a holiday and brand that's all about the crave.
Wingstop staked their claim in a space fans had already invited them, a space largely unexplored by competitors. This bold move earned a lot of love.
-89,000+ engagements across social
-27% increase in year-over-year website visits
-5000+ cannabis connoisseurs watched the entire ten minute YouTube video
All solidifying the bond between a holiday and a brand that's all about the crave.
