The Super Bowl is the biggest chicken-wing eating day, with 1.47 billion+ wings consumed, and a major entertainment event featuring football, halftime shows and TV ads. While most ads are planned months in advance, Perdue, America’s oldest family-owned chicken company, decided to “wing it.” They created the first-ever unscripted variety show during the game to promote their Air Fryer Ready Crispy Wings, featuring internationally beloved improv legend Wayne Brady. Inspired by the real-time football game and audience input, the livestreamed event achieved 429.2 million impressions, 87% social media engagement and 7.9 million views on game day. This bold, 4-hour-long live show upended how brands engage with Super Bowl audiences, breaking the mold with spontaneity, creativity and intimate social interaction—getting real-time back-and-forth with celeb Wayne Brady doing what he does best, backed by other notable entertainers and restaurant-quality chicken wings.