London Wing Fest gave us a brief to drive buzz and sell tickets for the 2018 festival through Facebook and Instagram advertising. A project by the owners of Randy’s Wing Bar, London Wing Fest is a unique celebration and competition for chicken wing fans and vendors held at Queen Elizabeth Olympic Park every August.
Their biggest year yet, our digital campaigns supported the sale of 8,000 tickets for London Wing Fest 2018. The sold-out event saw thousands of customers engage with the festival on Facebook and Instagram, hundreds subscribing to the Facebook event and securing their tickets by booking directly via social media advertising.
At the core of our digital campaign for the festival was the complex targeting options on offer to advertisers on Facebook and Instagram. Our team devised creative, copy and specified audiences to target in London based on the festival’s desired demographics and behaviours, such as the kind of food users buy, their affinity to festivals and engagement with similar projects. Over the course of our one month campaign, the number of new users on the London Wing Fest increased by 135% versus 2017’s festival, and over 44,100 targeted customers were reached on Facebook alone.
London Wing Fest is the UK's biggest celebration and competition of chicken wings and wing vendors.
I enjoyed working on London Wing Fest because first of all it was an Instagram page that I had already followed for the past few years and a festival I had been meaning to attend. 2nd of all, it's an exciting, vibrant and alternative festival to the norm with strong branding and a clear objective in what it sets out to achieve - be the biggest and best festival honouring the great chicken wing! It was clear that the main target for the campaign was driving ticket sales and building an engaged audience for ticket sales in future years as it grows, so it was exciting to be able to create a structured advertising campaign around these objectives.