SBD/March 16, 2017/Marketing and Sponsorship

Buffalo Wild Wings Launches New March Madness Campaign With Four Commercials

Buffalo Wild Wings for the NCAA Tournament is "reminding hoops fans that it's the 'official hangout for'" the event with a campaign that "comically illustrates" how BWW makes games more exciting, according to Kathryn Luttner of CAMPAIGN LIVE. BWW VP/North America Marketing Bob Ruhland said, "March Madness is the most important thing within our calendar at this point and time." Luttner notes the new campaign includes four spots created by TBWA\Chiat\Day, L.A. In one ad, a waitress "takes a player out of a game when sarcastically prompted by her customers, and in another diners accidentally break a free-throw shooter’s bones when they bite into the food version of a voodoo doll." A third "shows the lengths a bartender will go to inspire a team’s comeback." When games go into OT, BWW will air an ad "encouraging fans to enjoy the five extra minutes of game time." A social media extension from agency space150, Minneapolis, "gives fans more ways to influence their bracket's luck using #HitTheButton." On Facebook and Twitter, the brand is "providing videos and gifs -- such as a 'Free Throw Gong' -- to distract rivals." Broadcasters and former basketball coaches will "answer fans’ questions via Twitter, and at the restaurants, guests can take photos using a March Madness-themed Snapchat filter" (CAMPAIGNLIVE.com, 3/16).
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