This February 14, Buffalo Wild Wings is taking it back to the elementary school days of passing out Valentine’s Day cards — only this time with a slight twist. The trend of ‘AirDropping’ photos and memes to random people has become a regular occurrence inside Buffalo Wild Wings restaurants all over the country, and that’s why the brand is making its own version of sharable digital Valentine’s Day cards.

“Our team has seen a pattern of people AirDropping random memes or silly pictures to people inside Buffalo Wild Wings.We wanted to participate in that and give them something to AirDrop on Valentine’s Day as a new way to pass out cards,” says Sara Hopkins, social media coordinator, Buffalo Wild Wings.

Similar to the brand’s recent activation around Jammin’ Jalapeño, Buffalo Wild Wings saw what their fans were talking about and found a way to be part of the conversation.

“Our team always has their eyes and ears on what’s happening on social, saw something happening in our restaurants and this is an example of us playing off of it,” says Micah Hart, director of social media, Buffalo Wild Wings.

The brand recently created seven cards that have a Valentine’s Day theme for users to screenshot from Instagram and Twitter to share within the restaurants.

Casual Dining, Chain Restaurants, Industry News, Marketing & Promotions, Buffalo Wild Wings