East Coast Wings came to us for solutions to promote their Insanity Wing Challenge, which is as insane as it sounds. The contest involves customers signing a waiver and participating in a roulette-style hot wing eating contest. The goal was to get more millennials into the restaurant to hang out and participate (read: eat fire).
We partnered with North Carolina Panthers safety Kurt Coleman and challenged him to spin the wheel. The timing was perfect because the campaign immediately followed Kurt's two interceptions in the NFC's championship game and the Panthers were headed to the Super Bowl. While the Panthers may not have won the big game, Kurt sure won over the ECW fans. Local news stations even came out to film the NFL player as he sweat his way through the challenge.
We also partnered with popular Vine Comedian Corey Scherer. Corey and his friends dropped by their local ECW and created a hilarious video of the group taking the challenge. The Vine has been looped more than 300,000 times.
Both Corey and Kurt shared their challenge videos across social media and encouraged fans to take on the challenge. Fans could participate by posting their video with #InsanitySweeps, and one winner received free wings for a year. The winning video is below.