Situation:

The Super Bowl is a huge media moment and the messiest food day of the year. In 2023, over 1.4 BILLION saucy, messy, drippy chicken wings were consumed on Super Bowl Sunday. Wings require paper towels, which is why you see them at wing restaurants instead of napkins.

Brief:

Make wings + Bounty + football synonymous with each other during a time when all three over-index with consumers.

Objectives:

Get Bounty in grocery baskets during playoffs leading up to the Super Bowl.

The Bounty WingTracker pit over 18 cities against each other in the ultimate chicken wing eating competition. The winning city would bring home the WingTracker Championship Trophy. We teamed up with over 40 current and former NFL players to create geo-targeted social content, driving fans to retailers in their area to buy chicken wings and Bounty together. To fuel competition, we fed real-time chicken wing and Bounty sales data into a live WingTracker Leaderboard, where fans could see how their city stacks up against the competition. The winning city, Miami, ate the most wings. Two Miami Dolphins players took home the WingTracker Championship Trophy at Super Bowl Media Week.

DATA GATHERING:

Using Nielsen Sales Data, we gathered real-time online and in-store data for over 6 weeks in major markets for consumption of Bounty Paper Towels and Chicken Wings. Retailer data included sales from stores like Walmart, Costco, Amazon, Target, and more.

DATA INTERPRETATION:

We interpreted the data based on the NFL players popularity, media spend, and the specific retailer that the players were driving fans to purchase Bounty Paper Towels and Chicken Wings. As a result, we could see how each market was performing.

TARGETING:

NFL players promoted their CTA to their city on social using targeted Meta post.

Implementation: Retailer sales data was tracked on a daily & weekly basis for the 6 weeks leading up to Super Bowl Sunday.

Timeline:

Placement: The WingTracker program ran for 6 weeks. Launching in January and running until mid-February.

Scale: Program was national (national media support) with the biggest retailers across the country.

Bounty WingTracker helped drive $30 Million in incremental sales.

Over 1 million purchases of Bounty were tracked through the Bounty WingTracker.

Reach

Over 11.5 Billion Impressions

Achievement against business targets

Our goal was $20 Million in incremental sales. We achieved $30 Million in incremental sales. Bounty also recorded over 500,000 new households.