Wingstop SG Instagram account "hacked" by unhinged hardcore fan in marketing stunt

Over the past week, Wingstop Singapore was "hacked" on Instagram. 

The "hacker" wiped out the brand's entire feed and posted "brainrot" memes. This included an image of the text "did it woek" against a purple backdrop and an image of a call-center woman with the text "call me a hacker the way I 'hack tuwah' (slang for the sound of spitting) this [account]" followed by the caption "their password was wingluving1234 by the way" amongst others.

In conversation with MARKETING-INTERACTIVE, Wingstop Singapore revealed that the "hack" was a marketing stunt to relaunch its cult-favourite hot honey rub flavour. "This is our version of brat marketing: not just speaking to Gen Z, but being Gen Z. It's bold, bratty, borderline delusional - but more importantly, done with the heart of a Gen Z," it said. 

Don't miss: Are social media blackout stunts still impactful in an 'always-on' digital world?

The hot honey rub flavour comes as fans demand for its return. Seeing how Gen Zs are overexposed with advertisements, Wingstop Singapore decided to get attention through a ridiculous lore about a hardcore Gen Z Wingstop fan who would do anything for his favourite flavour - including hacking Wingstop's Instagram account. 

"The effectiveness of traditional advertising campaigns has plateaued out. They barely register anymore. To get their attention, we have to understand Gen Z’s behaviours: chronically online, obsessive with drama and glitches in the system," said Wingstop Singapore.

"We wanted audiences to feel like the campaign came from within the fandom — not from a boardroom, and ultimately, to deepen Wingstop’s existing brand love by leaning into fandom energy and dramatising their obsession," it added. 

The stunt was created in collaboration with The Ad Makers. The Ad Makers previously worked with Wingstop Singapore on its viral "WTF" and "Order hidden flavours" campaign.

While TikTok naturally aligns with Gen Z behaviour, Instagram acts as the official mouthpiece for brands where content are often polished, curated and controlled. By disrupting the platform where brands are expected to "behave", the hijack feels even more real, valid and rebellious. 

“It wasn’t just about where Gen Z hangs out, it was about where brands are afraid to misbehave," New York Phan, creative director, The AD Makers told MARKETING-INTERACTIVE. 

According to the agency, the stunt travelled to other platforms within 48 hours after the page was "hacked". Redditors dove into the mystery and started deconstructing the campaign, while TikTok turned it into lore. Furthermore, a fan created a petition to bring back the hot honey flavour. 

On the ground, fans showed up in-store to ask for the hacker's exclusive "I want hot honey back" pin, which completely sold out. While Gen Z fans quickly caught on that the "hack" was an advertising campaign, they still committed and engaged with brand. 

“To connect with Gen Z, don’t take yourself too seriously. Start drama, give them lore to fight for, and let the internet carry on the brand story," added Phan.

Wingstop Singapore has been tapping into Gen Z culture even way before the "hack". Last year, the brand pranked fans with its "WTF" campaign. The campaign was created to drive sales for its new menu item called the 'WTF' (wings, tenders and fries) box and leveraged Gen Z's online behaviour to organically generate buzz. 

Inspired by the #IJBOL (I just be online lying) trend, the prank started with commissioned nano-influencers posting a fictitious Wingstop promo on TikTok. These influencers were given the creative freedom to develop their prank and promotional content, provided that it would effectively lure their followers into coming to the store. Should they be successful in tricking followers, they were then rewarded with a complimentary 'WTF' box. Meanwhile, the pranked individuals were given vouchers and were officially welcomed into the "WTF Club". 

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:  
This shocking 'wedding-cheating' drama is actually a Lazada ad 
Uncovering the viral WTF campaign – from a playful prank to a mouthwatering treat of wings, tenders, and fries 
Indian influencer cops flak for faking death in cervical cancer publicity stunt