Are you suffering from a chicken wing deficiency? Has it been days, even weeks since you put down a heaping plate of delicious bone-in chicken meat? Hooters can help. July 29th is National Chicken Wing Day. Creating a nationally branded day was no easy feat, but myself and the team at Skiver saw the opportunity and struck while the wings were hot. All-you-can-eat wings for just $12.99. The our goal was to devour 1,000,000 original Hooters wings. Together we did... 2.5X that goal. The concept and campaign as a whole became an "orange letter day" (tent pole) in the yearly marketing calendar, filling a sales void and taking brand ownership over an unclaimed territory.
The campaign spanned all of their digital channels activating with full integration. We created a PSA, three web videos, full branding, in-store activation (menu inserts, table tents, achievement stickers) and PR.