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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 8th Annual Shorty Awards

Wingstop #SquashTheBeef

Bronze Distinction in Real Time Response

About this entry

Leverage current pop-culture events & trends, and Wingstop's brand authority to make a big splash out of a social observation.

Why does this entry deserve to win?

Wingstop and Whataburger are both iconic Texas restaurant brands, and when we noticed that Whataburger blocked Wingstop on Twitter, we knew there was an opportunity to do something that would entertain both brand's communities. Taking inspiration from the Nicki Minaj, Miley Cyrus beef at the VMAs (a conversation that had been trending in the Wingstop community since the event) Wingstop called Whataburger out and started a beef the size of Texas.

We also knew that to tell a complete story, there had to be an ending, and Wingstop needed to come out on top. So we pulled out all the stops. We made t-shirts, custom packaging, and signage, and we had the branded food truck and the Wingstop CMO drop in to Whataburger HQ to #SquashTheBeef.

This is a study in the power of a single tweet. Not only did it set into motion the events described above, but achieved results that speak for itself.

Results

52,700 retweets and 37,000 likes.

A whopping 878,000 total engagements and 5.5MM impressions, for an astronomical engagement rate of 15.9%. The first tweet, which on it's own has 4.7MM impressions, held up with a +20% engagement rate.

$298,000 in media value, calculated with eMarketers reported average Twitter CPE of $0.34.

51,000 conversations about Wingstop on the day our first tweet went out, more than double brand conversation for the Super Bowl (and we're a wing place, so that's saying something).

A number of earned media mentions, including AdAge, Complex Magazine (FirstWeFeast), The Houston Chronicle.


Media

Video for Wingstop #SquashTheBeef

Produced by

Barkley, Wingstop

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.