Prop bets. Bets that have nothing to do with the actual score of the game, but have become a popular ritual at watch parties across the country. They range from the expected to the ridiculous and are gaining in popularity for both the die-hard and casual fan.
Wingstop wanted to get in on the action, and become a participating member in fans' game day experiences.
They did this by creating a game within the game during the 2017 NFL playoffs, utilizing conversational ad units on twitter to pose prop bets and reward winners with prizes ranging from gift cards to big screens.
They called it Playoff Props.
The NFL season is a huge time of year for Wingstop and the sale of wings. Online orders start ramping up during the playoffs leading into the mecca of all wing eating occasions, the Superbowl. Wingstop was going national as a brand and needed a way to drive relevance among new customers and football as a time to order wings.
So to tap into the passionate fandom around the NFL and our own fan base of football devotees, we harnessed the growing popularity of prop bets. The bets that don't necessarily revolve around the final score of the game but have become a wide-spread game day ritual at watch parties across the country.
They range from the expected to the ridiculous, but are fun for the die-hard and casual fan. So during the 2017 NFL playoffs, Wingstop created a game within the game by turning the seldomly used converstationaly used ad unit into a platform for posting and tracking prop bets on Twitter.
Week by week we rewarded the fans who won the bets with exclusive prizes like free wings, big screen TV's, and even airline tickets to follow their favorite team on the road. And all those that played got entered into a grand prize drawing for the ultimate Wingstop Super Bowl watch party.
When the season had concluded, Playoff Props had over 14 million impressions, it tripled the average engagement rate on Twitter, and doubled the engagement rate for conversational units. Ultimately, Wingstop was able to drive new relevance for the brand around a crucial occasion for the sales of its wings and engaged it's followers in a way the internet had never seen before.
OBJECTIVE
Prop bets. Bets that have nothing to do with the actual score of the game, but have become a popular ritual at watch parties across the country. They range from the expected to the ridiculous and are gaining in popularity for both the die-hard and casual fan.
Wingstop wanted to get in on the action, and become a participating member in fans' game day experiences.
They did this by creating a game within the game during the 2017 NFL playoffs, utilizing conversational ad units on twitter to pose prop bets and reward winners with prizes ranging from gift cards to big screens.
They called it Playoff Props.
Playoff Props was a first-of-its-kind experience that kept fans tuning in to place their bets and cross their fingers.
-14 million impressions
-Tripled the average twitter engagement rate
-Doubled the engagement rate for conversational ad units
With no official partnerships or endorsements, Wingstop beat the odds to become a playoff partner for fans across the country, feeding the crave and enhancing the game day experience.
Can't Stop. Wingstop.
