Wild Wing Cafe wanted to celebrate its 25th anniversary and musical heritage. MAX proposed an event to create buzz, increase Wild Wing Cafe’s brand awareness and affinity, capture valuable consumer data, and drive revenue. Wild Wing Cafe liked the idea and asked MAX to promote to a specific type of consumer in four different South Carolina markets: Charleston, Greenville, Columbia, and Hilton Head.

Artist Match

Using its Artist Matching Engine, MAX facilitated four partnerships with artists whose fans most closely aligned with Wild Wing Cafe’s target consumers. The artists included: Atlas Road Crew, Elise Testone, Ricky Young, and The Movement.

“Music is at the heart of our brand and central to our relationship with our guests; with the MAX platform, we took things to a new level across radio, streaming, social and stage.”

Simone Bruderer, Director of Marketing
Wild Wing Cafe

Content + Reach

MAX developed a competition for artists to compete to win Wild Wing Cafe’s “Red Hot and Rising Music Award.” Throughout the two-month program, the four artists encouraged their fans on social and at shows to vote for them to win the award. In addition to this, MAX created custom co-branded video and audio content and promoted this content with targeted media.

Activation

The winning band, Atlas Road Crew, played a concert at Wild Wing Cafe’s 25th anniversary celebration on Hilton Head Island, in front of fans of both the brand and the artist.

Program Highlights

MAX delivered Wild Wing Cafe 1.5 million more impressions than guaranteed, driving a social engagement rate 6.8x more than industry average. Additionally, CTR on targeted display tripled industry average, and the time-on-page for Wild Wing Cafe’s MAX-powered content hub quadrupled industry average. In addition to the live activation, Wild Wing Cafe’s event and artist partnerships garnered earned media from news outlets The Post and Courier, Hey Event, Low Country Live, and The State.