Buffalo Wild Wings is launching a new marketing campaign that positions the casual chain as the ideal spot to watch the NCAA March Madness basketball tournament.
The message will be hammered home through TV commercials, social-media posts, in-store video games and the chain’s website. The push positions BWW as the Official Hangout of NCAA March Madness and plays to fans’ interests with twists like providing advice on how to fill out the popular brackets schematic that watchers use to track the tournament’s progress.
Trivia questions are delivered through BWW’s tabletop kiosks, and a dedicated section of the chain’s website shows what teams have been eliminated and which have moved forward in the quest for the NCAA championship title. A video provides tips on how to wrangle an unneeded sick day from work so daytime games won’t be missed.
The first commercial in the campaign is aimed at couch potatoes who might otherwise watch the games at home. It stresses that viewing the contests on a BWW TV means someone else does the heavy lifting of getting the beer and wings.
The campaign is themed Winged Wisdom, which is also the hash tag used for the social media components.