A Flavorful Evening with Rick Ross

Wingstop had an awareness issue in New York City. In conjunction with their PR agency ICR, we were brought in to help the QSR brand drive earned media through urban New York influencers. How do we create an experience that media want to attend while staying true to the fun, flavorful brand? Mostly unknown in the NYC area, Wingstop set out to introduce several of their popular flavors at an event infused with flavors of their signature style. Advantage recommended an out-of-the-box approach to the typical media event: a Wingstop takeover of an upscale sneaker boutique. Lower East Side’s sneaker shop Extra Butter was the perfect setting for the evening, hosting a guest list of New York media that quadrupled in size since the event was first initiated. A “green carpet” alongside the Wingstop mobile truck led guests past the bouncers and into the shop. Green and gold décor filled the space. “Wing Shop” branded swag was featured among the store’s retail displays of limited-edition sneakers. Guests visited kiosks throughout the space to access and share photos taken by a roaming photographer, while a DJ kept the crowd energized. Wings of all different flavors were served to the crowd on gold trays alongside signature cocktails. The evening culminated in an appearance by rapper (and Wingstop ambassador) Rick Ross, who danced, gave interviews, and took selfies with everyone in the crowd.