Wingstop and Barkley Curate First-ever Live Periscope Auction
When Wingstop and Barkley created the first-ever Periscope auction, they not only found a new way to give merchandise away, but a new way to interact with fans. After 15 one-minute auctions where people competed for everything from beach cruisers to a year’s worth of wings by tapping hearts, Wingstop had racked up more hearts than any other restaurant brand—and even the White House.
Wingstop has long made Periscope a priority, broadcasting musicians and artists from a Wingstop green room, and breaking the news of Paxton Lynch’s draft by the Denver Broncos five minutes before ESPN.
So it turned to Periscope again to launch its new Wing Shop, an online merchandise store, and to celebrate National Chicken Wing Day on Thursday and Friday.
It had 15 different Thump auctions ('Thump' is Wingstop parlance for tapping hearts on Periscope), for items such as Wing Shop goods to items important to Wingstop’s consumers: custom Nike shoes, a signed vinyl record from Talib Kweli, and a $1500 travel and concert VIP package.
The results were great:
- Online sales made up 20% of Wingstop's sales for the day, compared to 10% last year.
- Total live views: approx. 26,000
- Total heart growth on Periscope: from 9,432 to 826,118; Over 8600% growth in 33 hours; this is higher than any other restaurant. (Taco Bell, by comparison, has roughly 88,000)
- Prize with highest Thumps: Year Supply of Wingstop (Holding screen & game = 70,107)
- 7,560 Twitter mentions; 5.25 mentions per minute; Almost 100% increase per average day; Social sentiment: 80% positive, versus 68% on average day.
Because Periscope doesn’t offer brands detailed tracking, Barkley and 40Digits, a Barkley partner company who led the technical development, had to create a custom method to track the hearts and create a leaderboard.
Creative Director: Katy Hornaday
Copywriter: Daniel Cady
Art Director: David Hahn
Executive Creative Director: Jason Elm
Business Director : Ann Thomasson
Account Director: Andy Pitts
Group Account Director: Stephanie Parker
Executive Producer: Susan Neuman
Producer: Theresa Thornhill
Creative Agency: Barkley
Strategy Director: Howard Laubscher
Account Managers: Jamie Hansen
Social: Joe Cox, Jason Harper
Project Manager: Dave Corner, Samantha Twenter
Associate Creative Director: Jason Hopkins
Content Producer: Morgan Howell
Account Supervisor: Julie Dykstra
Community Management: Marissa Horwitz
Digital Developer: CK Hicks
Engineer: David Harris
Director of Technology: Luke Hurd
Editor: Travis Schlitter
Post Production / VFX
Post Production House: Awe-full
Director: Austin Walsh
Production Company: Austin Walsh Studio
Producer: Katy Raggett
Category: Fast food , Retail and restaurants
Genre: Apps , Digital