2012 CRM Loyalty and
Interactive
Year In Review
November 20, 2012

1
2012 Initiatives

Facebook
Sponsored Stories

Paid Search

Twitter – 

Wing Madness

Mobile – 

Take Wingstop with
You

Fa...
2012 Accolades

Q4 – Made Top 250 Brands in Restaurant Social Media Index for all restaurants
• 
Ranked #49 – up from spot...
Q1 & Q2 Interactive Results

Q1!

Q2!

4
Q3 & Q4 Interactive Results

Q3!

Q4!

5
Facebook Campaign

Campaign Objectives:
Increase social media acquisitions and growth
Facebook online community
Campaign S...
Paid Search Online Order

Campaign Objectives:
Drive online orders at a high ROI, and
acquisition of new customers

Search...
Twitter Wing Madness

Campaign Objectives:
Increase brand awareness, grow our Twitter
online community, and get our Twitte...
Facebook “Tap Into Wings”

Campaign Objectives:
Grow Facebook community. Generate
awareness of mobile/iPad apps
Campaign S...
Mobile “Take Wingstop with You”

Campaign Objectives:
Promote improvements to iPhone/Android
app, and new iPad app. Genera...
Dallas Cowboy “Training Camp”

Campaign Objectives:
Drive brand awareness and build the email
database utilizing partnersh...
Pinterest Campaign
Boneless Wings Around the World

Campaign Objectives:
Our purpose was to increase brand
awareness, and ...
Crowdsourcing Video Contest

Campaign Objectives:
Increase awareness and purchase intent of
Boneless Wings. Activate Wings...
Dallas Cowboy “Game Day”

Campaign Objectives:
Drive brand awareness and build the email
database utilizing partnership wi...
Dr Pepper Mobile “Turn-by-Turn”

Campaign Objectives:
The campaign will build awareness of Dr
Pepper and Wingstop, drive t...
Pandora Wingstop Radio
Wingstop Radio “Flavor for Your Ear”

Campaign Objectives:
Build brand & product awareness,
favorab...
Paid Search Online Order

Campaign Objectives:
Drive online orders at a high ROI, and
acquisition of new customers

Search...
Denton Wingstreet Takeover

Campaign Objectives:
Generate awareness around Wingstop and
its two locations in Denton. Direc...
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Wingstop 2012 CRM Loyalty and Interactive Year in Review

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Wingstop 2012 year in review

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Wingstop 2012 CRM Loyalty and Interactive Year in Review

  1. 1. 2012 CRM Loyalty and Interactive Year In Review November 20, 2012 1
  2. 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 2
  3. 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. 4. Q1 & Q2 Interactive Results Q1! Q2! 4
  5. 5. Q3 & Q4 Interactive Results Q3! Q4! 5
  6. 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 6
  7. 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 7
  8. 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. 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. 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. 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. 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 12
  13. 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. 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. 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. 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. 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. 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 1 8
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