East Coast Wings + Grill
Primary research we helped conduct confirmed it—there are people who are just fanatic about wings. Some are even very particular about them. Which is good news for our client, because with eight heat indexes, 58 flavors, and two types of wings—ECW+G offers the most wing combinations you could create amongst any wing restaurant that we know of..
What better way to bring that variety of choice to life than a custom wing-builder? We developed an online experience that let people create their ultimate wing the same ay they would “design & build” a brand new $100,000 car. Our irreverent, fun, but strategic antics didn't end there. We also created a revenue-inflating over-the-top campaign for National Chicken Wing Day that leaned into people’s enthusiasm for this cut of poultry, and even created a new menu “item” to make customers love our one-of-a-kind approach to advertising and the brand. It wasn't just to sell wings—this fan base is apt to bring larger groups with them, even if they’re ordering off other parts of the menu.
We believe this kind of fan-building advertising support and engaging initiatives helped lead the organization to its ranking as the franchise system with the highest franchisee satisfaction rate in the industry.
With the assignment to “really try to make National Chicken Wing Day a thing,” we did just that.
Did we take ourselves too seriously? Only if you don’t get the joke.
Did anyone actually take this flyer to their employer? We don’t know.
What I can tell you, though is that on this National Chicken Wing Day, ECW+G not only hit a sales record—they had a record for highest check averages ever.
Which is kind of amazing considering they also gave away six free wings as part of the promotion.
This is a photo of an ECW+G menu. We noticed no one ever took the “Insanity Wing Challenge” alone, and saw a way to bring more people into the fun (and drive up check averages, too.) Thus, we pitched it and “Insanity Wing Roulette” was born. After all, misery loves company.
Many thanks to AD: Wils Glade (Wing Builder), Developer: Will Jardine + AD: Tim Dillingham (NCWD),