When the audience tells you
what to build next.
Wingstop
There's a version of social listening that tells you how people feel about your brand. And then there's a version that tells you what they actually want from it. When they do, act fast.
The audience had been giving us
the brief for months
Wingstop's social content had a clear, consistent pattern: anything that leaned into stoner culture outperformed everything else. Every time by a significant margin.
Most brands would have filed that away as a fun insight and made a 4/20 post. We thought the signal was worth more than that. If the audience was already living in this culture, why not build something they'd actually want to own that would encourage them to purchase more product?
Cue Wingstop’s latest innovation outside of wings.
The limited edition Wingstop 420 rolling tray.
The 4/20 Rolling Tray
We created a limited run of branded rolling trays and launched them in select stores on 4/20. No big media push, just a product built for the audience.
They sold out before noon. Lines formed at participating locations. Within days the trays were appearing on eBay, reselling for exactly $420 and much higher. Totally on their own, the audience finished the joke for us, confirming everything we'd seen in the data.
Line outside a participating store.Re-sale on Ebay.Picked up in the media.