We turned a loyalty program into a club everyone wanted to join.
Food & Bev
Awareness
Influence
Growth & Impact
Loyalty programs had become background noise in fast food, so when Wingstop launched Club Wingstop around the promise "Members Eat First," it needed to feel like exclusive access, not another app to download.
Overview
What if loyalty wasn't about points, but about status?
Our approach
We tapped reality star Maura Higgins to launch the club into entertainment and lifestyle media, made membership tangible with a sold-out Club in a Box, and kept the story alive all year with flavor drops and experiences like House of Flavor Dallas and WWE SummerSlam.
The results
Six million fans joined Club Wingstop in under three months, launch coverage more than doubled its goal with 133 placements in outlets like PEOPLE and theSkimm, and both Club in a Box drops sold out in seconds.
6MSign ups
2xCoverage goal
133Placements
