Every year around 4/20, Wingstop’s social feed blows up with people wanting wings more than usual. This year, we fed that crave with a 24-hour mouth-watering, mind-melting experience. We built on the 2016 success and evolved to a fully integrated approach. This included video takeover on Wingstop.com, virtual reality experience and microsite (WingingOut.com) for social and media influencers, paid media placement on TV (Adult Swim, Viceland, Fuse) and Online Video (Hulu/YouTube), and targeted social placement on Facebook, Instagram, and Twitter.