UFC is teaming up with Buffalo Wild Wings on a branded takeout pack and sweepstakes ahead of UFC 200 in July that could be the foundation for a larger marketing relationship going forward. While BWW is UFC’s largest commercial PPV partner globally, with more than 900 of the company’s almost 1,200 restaurants purchasing the right to show events, the takeout pack and sweepstakes mark the start of a more robust marketing relationship. UFC VP/Content David Shaw said the possibilities are “endless,” so much so that he can envision the promotion licensing a fight exclusively for viewing at Buffalo Wild Wings locations at some point down the line. In the more immediate future, however, the partners will begin promoting the takeout pack tomorrow for the next three UFC PPV events -- 198, 199 and 200 -- that includes 60 wings, chips and salsa, and an optional queso upgrade. It is the first time BWW has teamed with a sports property on a takeout offering, which company VP/Marketing for North America Bob Ruhland said is part of an overall effort to grow the takeout business. “Some people now say, ‘It might be better for me to watch it on my 70-inch TV at home and have some friends to come over,’” Ruhland said. “Those people who are going to be at home, we want to be a part of that, as well.”
SPREAD THE WORD: The casual dining establishment, which is not technically a UFC sponsor, will engage in a digital ad spend to get the word out. It will also utilize promotional window clings at restaurant locations, flyers inside bills and on takeout orders and its digital and social channels. UFC also plans to drive interest in the takeout pack through its website, social and digital platforms and editorial content like the UFC Minute web videos. BWW will also launch a sweepstakes for a UFC 200 experience that includes airfare to Las Vegas, accommodations, tickets and additional perks with a piece of short-form video content. The restaurant filmed a customer coming in for a takeout order before receiving a special UFC-themed surprise on the spot. BWW worked with Mometum on the sweepstakes and creative, while FleishmanHillard was involved in creating the video concept.
CONTENT BOOST: The potential for further expansion of the partners’ marketing relationship lies in content, as BWW seeks to bolster B-Dubs TV, its in-restaurant video network. Ruhland said that B-Dubs TV is now in all corporately owned locations and will be in all franchise locations, as well, by the end of the year. “As this network grows, our need for content grows, as well,” Ruhland said. “Obviously the classic fights that UFC has would be great content. That really was the start of this larger relationship.” In addition to having content in regular rotation on B-Dubs TV, Shaw posed the possibility of hosting special nights at certain locations where fans can come and watch classic fights. “If we on say the Tuesday or the Wednesday prior to UFC 200 can build a night of UFC around a particular athlete in Buffalo Wild Wings stores, show all Jon Jones fights and create a night out of it, not only does it bring more business to Buffalo Wild Wings on say the dark nights, the non-UFC nights, it also helps to provide fans with a more exciting and continuous UFC experience at Buffalo Wild Wings,” Shaw said. UFC and BWW are currently working on plans for classic fight nights, which Shaw said could begin before the end of ’16.
