The Challenge
Wingstop, a global giant in chicken wings and QSR dining, launched expansion franchises in Indian metros, starting with flagship hubs in Bengaluru, Mumbai, and New Delhi. To support physical locations and scale revenue, they needed to drive mobile app installations and online delivery orders. The QSR market in India is highly competitive, dominated by local aggregators. Wingstop needed to capture late-night visual interest and target office professionals, specifically during major live sporting events like the Indian Premier League (IPL) cricket matches, while keeping customer acquisition costs (CAC) within strict limits.
The Strategy & Solutions
Media Buying Agency developed a sports-synchronized, mobile-first social campaign to convert hungry viewers into active buyers.
1. IPL & Sports-Sync Automated Bidding
We built automated scripts that synchronized ad spends with local live sports matches. Media budgets and bidding limits automatically increased by 75% beginning 90 minutes before IPL cricket matches kicked off and remained active through late-night post-match hours, capturing consumers who order takeout during match watch-parties.
2. App-Exclusive Paid Social Funnel
We created visual, sensory-heavy video creatives showcasing hot wings being tossed in distinct sauces. These videos were deployed via targeted Meta App Install campaigns and YouTube pre-roll formats, prompting users to install the app to unlock exclusive local discount codes.
3. In-App Purchase Attribution Setup
Using Mobile Measurement Partner (MMP) SDKs, we established complete conversion tracking loops. This tracked customer journeys from the first click on social ads down to specific menu item selections, cart additions, coupon code usage, and checkout values, allowing us to optimize bids for high-value orders.
"Media Buying Agency's sports-sync bidding strategy was a game changer during the IPL. Our kitchen orders spiked the moment matches began, and the attribution tracking was completely transparent."
The Results & Business Impact
The sports-sync performance campaigns drove remarkable order volume:
- App Installs: Total app download volume surged by 65% in targeted metropolitan areas.
- Advertising Return: Delivery campaigns achieved a compounding 5.6x ROAS during the campaign run.
- Order Expansion: Specialized late-night campaign formats and bundle promotions drove a 40% rise in Average Order Value (AOV) from social traffic.