Buffalo Wild Wings introduced a new brand campaign entitled #WingWisdom, that brings to life the company’s take on sports, food, fandom and everything in between.
As the “Official Hangout of NCAA March Madness,” Buffalo Wild Wings is debuting the #WingWisdom platform through a fully integrated, college basketball-themed marketing campaign beginning March 7 across television, social, digital, in-restaurant activations, and on-site Final Four experiences.
“Nowhere is sports more alive than at Buffalo Wild Wings, and we wanted to leverage one of the biggest events on the sports calendar to bring our brand to life in new and unexpected ways,” says Bob Ruhland, vice president of marketing at Buffalo Wild Wings. “'Wing Wisdom’ represents our attitude, philosophy, and brand. This new platform enables us to engage in relevant and meaningful conversations with fans, no matter where they view or talk about sports, with our own unique point of view.”
Timely & Relevant Ads throughout March Madness
Buffalo Wild Wings will introduce an episodic series of commercials throughout March Madness starring actor and comedian Steve Rannazzisi (“The League”). The first spot, entitled “Pizza to Your Home,” debuts March 7 and puts a spotlight on the different experiences that fans encounter enjoying the NCAA Division I Men’s Basketball Championship at a Buffalo Wild Wings versus watching from home.
Nine spots will run on TV and online at relevant times throughout March Madness and deliver Buffalo Wild Wings’ own #WingWisdom related to the proper way to fill out a tournament bracket, the NCAA Sweet 16, bandwagon fans, overtime, and the finals. Additional spots will air following the tournament that put a spotlight on menu items, from wings to beer that guests can enjoy every day at B-Dubs.
In addition to ads, Buffalo Wild Wings will also extend the reach of the #WingWisdom conversation during the tournament on CBS Sports and TBS Sports through “Basketball Wisdom” studio segments featuring the campaign hashtag #WingWisdom in which on-air talent will offer fans their expert analysis and insights related to upcoming games.
Buffalo Wild Wings Tournament Tracker
Buffalo Wild Wings will help bring March Madness alive online via the introduction of a Tournament Tracker available at www.BuffaloWildWings.com/TournamentTracker. The site will feature a real-time feed of final game scores and schedules, reaction GIFs to major moments, B-Dubs commentary on games, and social media content from fans that further demonstrates how guests are enjoying March Madness at Buffalo Wild Wings restaurants around the country.
Extending #WingWisdom across Social
Buffalo Wild Wings will extend the #WingWisdom conversation across its social channels, delivering insights and engaging content leading up to and during the tournament. Prior to the start of the tournament, fans can use socially shareable invitations to invite their friends to enjoy “The Big Dance” at B-Dubs, and an interactive video will provide tips and advice to show how fans can “call in (not) sick” so they can watch the first round of games.
Bringing March Madness Alive at Restaurants
Buffalo Wild Wings developed a series of basketball themed mini-games and a bracket challenge competition available through its GameBreak gaming platform to test the skills and knowledge of NCAA basketball fans.
Throughout March Madness, fans will compete to achieve “B-Dubs Baller” status by earning points through skill based games such as Shot Clock Shootout (sink as many shots as you can in 60 seconds), Protect the Paint (swipe at basketballs to block the shot), and 360 Spin Master (spin a basketball on your virtual finger), along with tournament bracket challenges. The first will follow Selection Sunday and another will allow guests to re-pick their selections for the last four and final two rounds of the tournament.
Guests who participate in the “B-Dubs Baller” contest will compete for more than 1,000 prizes including the potential to win a “B-Dubs Baller Weekend” at the 2016 NCAA Men’s Final Four in Houston.
In addition, Buffalo Wild Wings is giving a nod to the four regions hosting 2015 NCAA tournament games by incorporating regional flavors into its food and beverage menu from across the U.S. Representing the East is The New Yorker sandwich and Sam Adams Boston Lager; for the West, Chicken Flatbread and Sam Adams IPA; for the South, the Bayou Po Boy and Fried Pickles; and for the Midwest, Buffalo Mac & Cheese.
Engaging Fans at the Final Four
Buffalo Wild Wings will descend upon Indianapolis during the Final Four to further engage with fans, both within local restaurants and with the Buffalo Wild Wings Sports Lounge at the NCAA March Madness Music Festival and Final Four Fan Fest presented by Capital One.
At four restaurants in Indianapolis, B-Dubs will conduct a tour with the NCAA Division I Men’s Championship trophy and allow fans to take photos for sharing across social channels, while also hosting ticket giveaways at select locations.
At the Music Festival, fans can grab a drink and hang out with their friends at the B-Dubs Sports Lounge while watching the main act on stage. Then at the Final Four Fan Fest presented by Capital One, B-Dubs will host a Sports Lounge area serving Game Changer Ale with multiple flat-screen TVs featuring Final Four coverage.
In addition, Buffalo Wild Wings will have an extensive lounge area with bar games and Blazin’ Challenge wing eating contests on stage, as well as many other exciting activities.