Not all brands are agile and forward-thinking enough to base a quick turn campaign, much less an entire brand overhaul on social trends.
But in May of 2014 that's exactly what Wingstop did.
After being stung by the discontinuation of Mango Habanero wings, passionate Wingstop fans took in twitter in February of 2014. It was a real movement. So we took action in a big way. A social media-lead way that gave credit to these passionate fans and would change the way we looked at social integration.
We created a social-centric force that turned angry tweeters into brand advocates by mailing activist kits to almost 400 key dissenters and created personalized content to strengthen our bonds and our cause. We allowed them to announce the return of the flavor and we amplified their voice during the return by producing real time content based on their reactions to the #Mangonero revolution.
The results speak for themselves:
1026% increase in social chatter in the first four days of the flavors return.
427% increase in social chatter overall.
Custom content garnered an 82% response rate.
Social sentiment for "Mango Habanero + Wingstop" went from 67% negative to 95% positive.