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Buffalo Wild Wings – The Official Hangout of NCAA March Madness – is Ready for Tip Off



  Buffalo Wild Wings – The Official Hangout of NCAA March Madness – is Ready
  for Tip Off

New ad campaign, mobile game app and NCAA partnership all part of hoops action

Business Wire

MINNEAPOLIS -- February 26, 2013

NCAA basketball fans have known for years that Buffalo Wild Wings® is the best
place to catch all of the action during NCAA® March Madness®. Hot wings and
cold beverages are the perfect accompaniment to tournament excitement on big
screens, and March has long been one of Buffalo Wild Wings busiest times of
the year. This year, a new ad campaign, mobile and online game and a recently
announced partnership with NCAA are all part of Buffalo Wild Wings’
designation as “The Official Hangout of NCAA March Madness.”

In addition to the Super Bowl, post-season college basketball tournaments mean
big business for a company steeped in sports. During the 2012 college
tournaments, basketball fans at Buffalo Wild Wings ate nearly 70 million
traditional and boneless wings. With dozens of big screen HDTVs, award-winning
wings and signature sauces, and ice cold drinks, Buffalo Wild Wings has become
the place for sports fans to gather with their friends to watch the games.

“There’s just so much energy around the NCAA Tournament,” said Kathy Benning,
Buffalo Wild Wings executive vice president for Global Brand and Business
Development. “We love that we’ve become the destination for fans across the
country to share in that excitement. With our social atmosphere and every game
on our wall-to-wall flat screen TVs, Buffalo Wild Wings is the closest thing
to the action on the court.”

New Ads Highlight Unseen Force Behind Sports

Long-time Buffalo Wild Wings fans will note that the new advertising campaign
features two ads with a nod to its past campaigns, which have recently sparked
attention due to in-game mishaps during the 2012 football season – a sprinkler
incident in a Miami Dolphins game and the power outage at the Super Bowl. Both
were reminiscent of Buffalo Wild Wings television commercials in which a
Buffalo Wild Wings Team Member extends the game by causing something to go
awry on the field or on the court.

The 2013 Basketball campaign, debuting in the weeks leading up to Selection
Sunday™, takes that concept to the next level. Like the company’s previous
“Overtime” ads, this campaign – created by 22squared out of Atlanta – taps
into fans’ desire to make game-time at Buffalo Wild Wings last as long as
possible. Instead of sprinklers and power outages, the new TV spots feature
Guests sending the game into “slow motion” and another that adds games by
extending the tournament to 256 teams – both allowing for more wings, beer and
sports at Buffalo Wild Wings.

“We’re always looking for new ways to bring that sports experience to life in
our restaurants,” Benning said. “This year, it was our TV spots that seemed to
come to life during games, most notably during the biggest football game of
the year, and our passionate fans were quick to point out the coincidence. Our
new TV spots are the next evolution of that concept, and they are a key
element of an overall campaign that we hope will entertain our Guests and
create a great March Madness experience in our restaurants.”

The games will not only be on the big screens at Buffalo Wild Wings this year,
but also on the small screens with an online and mobile pop-a-shot game that
uses a new augmented reality technology that enhances the game when played in
our restaurants. Beginning Feb. 25, fans earn points each time they play based
on shots made either on the mobile app or by visiting
http://www.buffalowildwings.com/bigshotchallenge/. A leaderboard will reflect
the top 100 scores. Each week, fans with the top 50 scores will receive a $25
Buffalo Wild Wings gift card. At the end of the promotional period (April 8,
2013), one lucky fan with the most points will win a trip for four to the 2014
NCAA Men’s Final Four® in Arlington, Texas.

About Buffalo Wild Wings

Buffalo Wild Wings, Inc., founded in 1982 and headquartered in Minneapolis, is
a growing owner, operator and franchisor of Buffalo Wild Wings® restaurants
featuring a variety of boldly flavored, made-to-order menu items including its
namesake Buffalo, New York-style chicken wings. The Buffalo Wild Wings menu
specializes in 20 mouth-watering signature sauces and seasonings with flavor
sensations ranging from Sweet BBQ™ to Blazin’®. Guests enjoy a welcoming
neighborhood atmosphere that includes an extensive multi-media system for
watching their favorite sporting events. Buffalo Wild Wings is the recipient
of hundreds of "Best Wings" and "Best Sports Bar" awards from across the
country. There are currently 900 Buffalo Wild Wings locations across 49 states
in the United States, as well as in Canada.

To stay up-to-date on all the latest events and offers for sports fans and
wing lovers, like Buffalo Wild Wings on Facebook, follow @BWWings on Twitter
and visit www.BuffaloWildWings.com.

NCAA, Final Four, Selection Sunday and March Madness are trademarks of the
National Collegiate Athletic Association.

Contact:

For Buffalo Wild Wings
Angie Andresen, 612-573-3161
angie.andresen@fleishman.com
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