Wingstop’s agency 3Headed Monster hired Groove Jones to find a way to give their loyal customers a starring role in their latest commercial. This included a custom video booth App that allowed fans to “VidBomb” their latest commercial as part of a social and fan engagement campaign.

The brand is also kicking off the “Flavor World” tour, heading across the U.S. and giving out tens of thousands of freshly made, free wings.

Video of the Experience

Fun activities include a chance for guests to step into Wingstop’s flavor world by starring in their virtual commercial or an opportunity to score free wings for a year.

Below is the original “Where Flavor Gets its Wings” national 15-second commercial spot and customized VidBomb versions featuring flavor fans captured at the on-site events.

The Challenge

The challenge of inserting users directly into the already finished commercial required our team to build a video booth app for Wingstop’s brand team to use at their on-site events. The process began with our team of dreamers figuring out how to remove the actor from the commercial and create custom-embedded graphics tailored to the user.

We created a custom photo app that used real-time green screen compositing to make this possible. We also needed to track the user’s movements to ensure a flawless finish to the commercial. In the middle and at the end of the spot, a personalized Wingstop bag with the fan’s name on it drops into the frame.

When the user steps into the “Flavor Cave” booth, they strike three poses with the help of some onsite directing. Then, enter our real-time rendering. Within seconds, a video is emailed to the user so they can share their fifteen seconds of fame with other wing lovers! We used machine learning and artificial intelligence in a unique code to make this post-production solution possible.

We also integrated enhanced video tools, giving the brand ambassadors control over adjusting the compositing effects.

On-Site Music Fan Engagement

Once the VidBomb app was complete, it was time to deploy to the opening event, where Wingstop not only brought their wing truck but was also giving out FREE wings! We were lucky enough to participate in the action while concertgoers waited in line for their wings.

We set up shop next to the line so those waiting could picture themselves in all their wing glory that would soon come. The setup went like this… we would have them enter the Flavor Cave photo booth as our studio.

Once inside, brand ambassadors directed each participant through three scenarios: smelling fresh wings, biting into them, and falling through a raining deliciousness of what else? WINGS!