Since starting in a revamped gas station 25 years ago, Quaker Steak & Lube — a 35-store franchise chain, has earned a reputation for serving up the nation’s best and hottest wings. My GMD creative team and I served them up something else: a social media strategy that would engage its legions of fans and grow a new generation of Quaker Steak & Lube loyalists. By engaging their fan base with social media, The Lube enticed more customers to visit with higher frequency. Enter the Triple Atomic Tough Challenge — an online video contest, a user-generated social media effort designed to launch The Lube’s blistering new Triple Atomic Wing Sauce, engage both Lube and hot wing aficionados, and transform online buzz into in-store sales. With exterior signage, in-store posters, place mats, tent cards and heavy social media marketing, the campaign resulted in over 300 video entries and gained more than 4,000 fans on Facebook during the four-month promotion period.