Rick Ross holding a Wing Shop card at the Wingstop Happy Hour Takeover
WORK / WINGSTOP

Wingstop – A Flavorful Evening with Rick Ross

THE CHALLENGE
Wingstop had an awareness issue in New York City. In conjunction with their PR agency, the QSR brand was looking to 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?
Rick Ross takes photos with event guests at Wingstop happy hour takeover
THE IDEA
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.
Guests mingle at the Wingstop Wing Shop
THE RESULTS
In addition to concept ideation, the Advantage Event Studio team managed event logistics and design, creative production and installation, and on-site execution. The end result of media influencers spending an evening with Wingstop: 20 million impressions and over $3 million in PR value.
Wingstop launch party event photos
Wingstop DJ at happy our sneaker boutique takeover event
Rick Ross poses with fans at Wingstop event

The end result of media influencers spending an evening with Wingstop: 20 million impressions and over $3 million in PR value.

Wingstop takes over sneaker store during launch event
Happy hour decor at the Wingstop event
Rick Ross and other Influencers mingle at the Wingstop Event