The fast-food business is controlled by the big brands, not only in terms of market penetration, price and distribution but also in terms of media noise.

This scenario added to a financially difficult year, and became a big challenge for Buffalo Wings Colombia. How to activate a Brand and revitalize the points of sales understanding.

Renewing the experience for a millennial audience and to generate bonding with a much younger audience (GenZ) for whom the experience of going out to eat chicken wings is not on their top 5.

Objectives:

- To increase traffic to the restaurants in Bogota

- Create new brand experience for clients.

- To expand levels of penetration in Gen Z

- To elevate digital assets engagement rate in social media and traffic to digital channels

Using the launch of the latest Call of Duty, Modern Warfare III as a starting point,

we created a competition made to reward the smartest, fastest, biggest… Chickens.

CHICKEN FOR CHICKENS.

A gaming experience that rewards gamer survival skills by running away from battle.

Partnering with @PaulaDazzle, one of Colombia’s top COD gamers, we set to hunt players down.

The longer they stayed in the game the greater the offer for Buffalo Wings.

With a year's worth of chicken wings to the "chickens" that were able to stay alive the longest.

70% Millennials, 30% Centennials living in neighborhoods of influence of the major Buffalo Wings restaurants, look for Buffalo Wings options with intense flavors, however less than 20% prefer hot sauces.

We activated the experience through the Gamer community in Bogota, expanding with paid digital media and point of sales advertising to connect with a broader brand audiences on the zone of influence of mayor Buffalo Wings restaurants.

By connecting an experience via Twitch and the activation in store, we manage to cover the main audience and the opportunity audience with a single experience.

The campaign was developed in 3 phases, starting in March 2024.

1. PRE-LAUNCH ON TWITCH

We ran the first online event via Twitch where @Pauladazzle challenged gamers live. Every offer was replicated to her followers.

2. THE CALL FOR CHICKENS!

Through paid digital in social media and shopper materials at the restaurants, we invited people to participate, live the experience and win.

3. "CHICKEN FOR CHICKENS" EVENT AT BUFFALO WINGS FLAGSHIP RESTAURANT.

We activated in-store driving an audience of hundreds of participants and new customers, Chicken Gamers had a chance not only to win meal ad-ons but to be one of the lucky winners of a year's worth of chicken wings. Every battle was turned into an offer promo code and amplified to thousands of streamers watching the event live on @PaulaDazzle's twitch channel.

Chicken for Chickens achieved record numbers, both on the ground and on social.

With only 11 days of media support. The campaign reached over 4MM with an engagement rate of 13.46 (more than 2 times the average benchmark) Buffalo Wings IG page saw a growth of nearly 2.000%.

In-store traffic also saw an increase of 162% vs estimated effectiveness (1.6x the benchmark) and the campaign gave Buffalo Wings an overwhelming sales growth of 175% with new clients increasing by 121%.