Buffalo Wild Wings is going big for March Madness with a multichannel ad campaign that begins this weekend and highlights the chain’s restaurants as prime destinations for basketball watchers at tournament time.
The campaign, the first in the Minneapolis-based operator’s new contract with ad agency TBWA\Chiat\Day, begins with the first in a series of episodic ads starring Steve Rannazzisi, the actor and comedian who stars in the FX program “The League.”
The first ad appears right after one of the chain’s primary competitors during the sports season — pizza delivery companies — by highlighting the fun atmosphere of watching the game with friends at Buffalo Wild Wings.
“It obviously is one of the key periods of the year,” said Bob Ruhland, vice president of marketing at the 1,100-unit chain. “What’s great about this business is it’s strong year round. But there are sports moments that matter leading up to the Final Four.”
Another eight ads with Rannazzisi will appear throughout the NCAA Basketball Tournament, and will run on television and online, including different episodes. The episodes will be contextually relevant to different parts of March Madness.
The ads will offer what the company calls #WingWisdom, and will spotlight different experiences fans encounter while watching the tournament. Episodes will include the proper way to fill out a tournament bracket, an ad for the Sweet 16 stage of the tournament, one on “bandwagon fans,” who only pay attention to teams when they’re winning, and the finals.
Take a look at the casual-dining chain's new ad campaign >>
There’s even an overtime ad and different spots for every round of the tournament. Some ads will mention different markets, but not specific teams.
“You’re going to become very good friends with the talent in these spots because you’ll see them a lot,” Ruhland said.
Overall, the company created 10 ads, including an evergreen ad that can run anytime. By comparison, the chain usually creates three ads during this time, Ruhland said.
The company plans to extend #WingWisdom to digital and social channels, including “Basketball Wisdom” studio segments on CBS and TBS, which are broadcasting the tournament. On-air talent will offer fans expert analysis related to upcoming games.
Buffalo Wild Wings is also starting a tournament tracker microsite that will offer real-time game scores, schedules, the company’s commentary on games and social media content. It will also include reaction GIFs to major moments during the tournament.
Inside the restaurants, the company has developed basketball-themed mini games and a bracket challenge competition, which will offer prizes through its GameBreak platform on its tabletop tablets and smartphone app.
“We feel the experience inside a B-Dubs restaurant is a huge game-changer for us,” Ruhland said. “It’s a differentiator. It’s important to promote what is really great about our brand. It’s hot wings. Cold beer. And the best sports experience there is.”
Contact Jonathan Maze at [email protected].
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