Work /
Wings & Rings
Hot wings. Cool work.
Strategy, UX, Design, Copywriting, Development, Branding, Content Marketing, Video
Hot wings. Cool work.
We have been building cool stuff for Wings & Rings for years. It started with the creation of a fantasy football draft reservations tool and went on to include things like a weekly pro football pick’em game, an NCAA bracket challenge, local search focused content creation, an integration with Yext, and a slick new website.
Wings & Rings is a growing chain of restaurants that offers some of the best wings we’ve ever tasted. (That’s saying something as Rob is from Buffalo). Wings & Rings, however, is based in Cincinnati and it is from here that they run the operations for corporate stores and franchises across the country.
In partnership with their marketing team, it is on us to bring new ideas to the table and imagine where they can use their marketing dollars most effectively. Together we have consistently upgraded their site in style, and in structure. We created customer engagement pieces that brought more people into the stores, and have created content and added web tools to help their site better compete in the world of search.
The “Menu” and “Locations” pages received special attention. Blending content and photography, we show the elevation of their offerings in a long scroll of delicious. We also built a massively complex nutrition calculator that takes into account every option: order size, sauce flavor, and cooking style. The “Locations” pages are some of the hardest-working on the site. Optimized for local search, you’ll find unique highlights, imagery, and content that all speak to the specific location and its place in the neighborhood.
Contrary to what you would think, wings as good as Wings & Rings’ don’t just sell themselves. They needed a little push to get from the kitchen to the table. We amped up their content marketing with a series of blog posts and videos. From running the pre-production, video shoots, and editing, we created fun and informative content to keep users interacting with Wings & Rings across the digital space. This included blog posts that ranged from how to reheat wings, how to celebrate Valentine’s Day, how to create the perfect bracket, and more. We got playful with what we created and always added that signature Wings & Rings sauce to it. See it all.
From the time we were asked to build a draft tool like Yahoo's (instead we delivered a reservation system), they’ve trusted us to provide strategic guidance.
We’ve managed a lot of data behind the scenes, from scheduling draft parties across all locations to managing pick selections for every NFL game.
Ample tapped into Yext to lock down location data. It ensures a single hub to control hours, menus, and pricing across directories like Yelp, Google My Business, and hundreds of others.
We built an easy-to-use reservation system that gives league commissioners the power to select draft dates and times at a location of their choice. Leagues received coozies, a draft board, a t-shirt and a guaranteed internet connection as well as plenty of places to plug in. The stores got a guaranteed group of 8-12 who were going to eat, drink, and draft for the next three hours.
Then we kept ’em coming back for more—offering a weekly pick ’em email. Recipients would get a note in their inbox where they could pick a single winner of one of that week’s games. They also received a weekly coupon to come back in and watch a game at a Wings & Rings.
Keeping the message fresh takes some creativity. We’ve created a range of table tents, emails, radio spots, and online promotions. This brand is fun and they let us do cool stuff like write funny lines on t-shirts, create tailgating giveaways, and even invent a political campaign that personifies wing sauces.
