Wingstop 2012 year in review

1. 2012 CRM Loyalty and
Interactive
Year In Review
November 20, 2012
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2. 2012 Initiatives
Facebook
Sponsored Stories
Paid Search
Twitter –
Wing Madness
Mobile –
Take Wingstop with
You
Facebook –
Tap Into Wings
Dallas Cowboy
Training Camp
Pinterest –
Boneless Wings
Around the World
LinkedIn WRI Page
Facebook –
Crowdsourcing
Video Contest
Dallas Cowboy
Game Contest
Dr Pepper – Mobile
“Turn by Turn”
Pandora Wingstop
Radio
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3. 2012 Accolades
Q4 – Made Top 250 Brands in Restaurant Social Media Index for all restaurants
•
Ranked #49 – up from spot #86
•
Over 102K conversation per month mentioning Wingstop
Q3 – Made Top 100 Total Facebook Fans for the 1st Time in Restaurants Social Media index
•
165,574 fans
•
14.50% Facebook growth rate from “No Bones About It” video contest
st Restaurant Brand to Launch Pinterest Campaign (also one of the 1st in Top 100 Global Brand List)
Q3 – 1
•
1,889 Fans; 200 contest entries
Q3 – Launched WRI LinkedIn Presence List)
•
407 Followers
Q2 – Ranked #1 in Restaurants Social Media index for Top Facebook Growth Brands for all restaurants
•
Facebook “Tap Into Wings” contest was a huge success:
Forecast: increase fans by 2X (44K)
Actual: increased fans by 3X (90K) for a total of 140,955
•
30,413 People talking about us on Facebook during peak of contest
Q2 – One of the 1st Restaurant Brands to launch an iPad app
•
Mobile & tablet sales contribute circa 1% in incremental revenue
Q1 – Ranked #3 in Restaurants Social Media index for Top Twitter Growth Brands for all restaurants
•
Twitter “Wing Madness” contest – 10,592 new followers
•
Increased online chatter 300%
Q1 – First ever paid search campaign
•
1,842 new orders; driving $49,286 incremental revenue
•
ROI: 6:1
Ranked #26 in Fast Casual Top 100 Movers and Shakers
3

4. Q1 & Q2 Interactive Results
Q1!
Q2!
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5. Q3 & Q4 Interactive Results
Q3!
Q4!
5

6. Facebook Campaign
Campaign Objectives:
Increase social media acquisitions and growth
Facebook online community
Campaign Summary:
Ad targeted 10,188,000 users: who live in the
United States, age 18 and older, who are not
connected to Wingstop, and their friends are
Awareness Ad
Campaign Flight:
Jan 17 – Feb 13
Results:
• 3.9 Million Impressions
• Reached 39% of total addressable market
• Acquired 3,243 new Facebook fans
• 0.11% Click-thru Rate (+1.15X industry benchmark)
• $0.31 cost per social acquisition
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7. Paid Search Online Order
Campaign Objectives:
Drive online orders at a high ROI, and
acquisition of new customers
Search Ad
Order Wingstop Online
Try Original Hot, Lemon Pepper,
Garlic Parmesan & more. Order now!
Campaign Summary:
Paid search campaign targeting brand,
competitor, & food related searches
Campaign Flight:
Feb 8 – Mar 4
Results:
• Delivered 2.1 Million Impressions
• 1,842 total orders
• Incremental Sales: $49,286
• ROI 6:1
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8. Twitter Wing Madness
Campaign Objectives:
Increase brand awareness, grow our Twitter
online community, and get our Twitter
account Verified
Campaign Summary:
Follow Wingstop, and win a Wingstop party
for you and 10 friends, Tie to NCAA, Final
Four, Championship Game
Campaign Flight:
Feb 26 – Mar 31
Results:
• 1.6 Million Impressions
• New Followers: 10,592
• Ranked #3 Top Twitter Growth Brand
• Brand Mentions increased by 3X
Promoted Account
Promoted Tweet

9. Facebook “Tap Into Wings”
Campaign Objectives:
Grow Facebook community. Generate
awareness of mobile/iPad apps
Campaign Summary:
Like Wingstop on Facebook & win one of 5
custom engraved Wingstop iPad 3’s
Campaign Flight:
May 15 – June 18
Results:
• 36.3 Million Impressions
• Increased by fans by 3X (90k)
• 104% above forecast
• Ranked #1 Top Facebook Growth Brand
• 20K MocoSpace Followers

10. Mobile “Take Wingstop with You”
Campaign Objectives:
Promote improvements to iPhone/Android
app, and new iPad app. Generate online and
app sales
Campaign Flight:
May 8 – June 18
Results:
• 35.7MM Impressions
• 1,015 mobile / tablet app orders

11. Dallas Cowboy “Training Camp”
Campaign Objectives:
Drive brand awareness and build the email
database utilizing partnership with Dallas
Cowboys through social media
Campaign Flight:
June 20 – July 22
Results:
Total sign ups:
Opt in sign ups:
Conversion Rate:
Total Impressions:
51,003
41,040
80%
7MM
Key Takeaway:
41k new members in our email database that
we can engage with, and over 7MM
consumers were exposed to our brand
11

12. Pinterest Campaign
Boneless Wings Around the World
Campaign Objectives:
Our purpose was to increase brand
awareness, and grow our online community
via Pinterest by tapping into new social
media channels.
Campaign Flight:
Aug 27 – Sept 17
Key Takeaway:
• 1st Mover Advantage for most global
brands, and all restaurant brands
• Optimal social media channel targeting
female demographic
Results:
• Total Followers: 1,889
• Email Contest Entries: 200
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13. Crowdsourcing Video Contest
Campaign Objectives:
Increase awareness and purchase intent of
Boneless Wings. Activate Wingstop brand
evangelists and create user generated
content. Continue to build Facebook
community
Campaign Summary:
Ask our fans to create a 30-second video
homage to Wingstop’s Boneless Wings
Campaign Flight:
Sept 1 – Oct 27
Results:
• 9.3 Million Impressions
• 16% Share of Voice on Blip.tv
• 85 video submissions
• 67,743 video views
13

14. Dallas Cowboy “Game Day”
Campaign Objectives:
Drive brand awareness and build the email
database utilizing partnership with Dallas
Cowboys through social media
Campaign Flight:
Oct 22 – Nov 22
Results:
Total sign ups:
Opt in sign ups:
Conversion Rate:
Total Impressions:
51,645
41,174
80%
8MM
Key Takeaway:
41k new members in our email database that
we can engage with, and over 8MM
consumers were exposed to our brand
14

15. Dr Pepper Mobile “Turn-by-Turn”
Campaign Objectives:
The campaign will build awareness of Dr
Pepper and Wingstop, drive traffic and sales
to Wingstop locations
Campaign Summary:
The coupon will encourage mobile phone
users to search out and drive to Wingstop
locations
Campaign Flight:
Nov 12 – Dec 15
ROI:
• 12.2 Million Impressions
• 1,225 Map Views of local Wingstop
• 4,117 Drives to local Wingstop stores
• 1,486 Calls to local Wingstop stores
*Dr Pepper paid for campaign
15

16. Pandora Wingstop Radio
Wingstop Radio “Flavor for Your Ear”
Campaign Objectives:
Build brand & product awareness,
favorability, retention
Mobile and Web Link: http://promo.wingstop.com/pandora/
Facebook Tab Link:
https://www.facebook.com/Wingstop/app_279888202131192
Campaign Summary:
Create Custom Pandora Stations themed
around the top 6 Wing flavors, each genre of
music matches wing flavor tonality
Campaign Flight:
Nov 21 – Dec 31
ROI:
• 14.7 Million Impressions
• 100% Share of Voice on Pandora
• Cost Per Click $1.63
16

17. Paid Search Online Order
Campaign Objectives:
Drive online orders at a high ROI, and
acquisition of new customers
Search Ad
Order Wingstop Online
Try Original Hot, Lemon Pepper,
Garlic Parmesan & more. Order now!
Campaign Summary:
Paid search campaign targeting brand,
competitor, & food related searches
Campaign Flight:
Dec 1 – Dec 31
Results:
• Delivered 4.3 Million Impressions
• 4,361 total orders
• Incremental Sales: $116,039
• ROI 7:1
17

18. Denton Wingstreet Takeover
Campaign Objectives:
Generate awareness around Wingstop and
its two locations in Denton. Directly compete
with other wing concepts in Denton,
specifically Wingstreet. Create affinity and
WOM brand advocacy for Wingstop
Campaign Summary:
Geo-target Denton zip codes and age
demographics through appropriate media
channels. Target the music scene.
Campaign Flight:
Dec 5 – Dec 31
Results:
• Delivered 407,936 Impressions
• 2,990 Clicks
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