BWW launches football-themed marketing campaign



To kick off the college football season, Buffalo Wild Wings is launching a marketing campaign – “The Greatest of All Time” – and hosting a head-to-head competition between sports bars.

“The start of the football season is not only one of the most anticipated times of the year for sports fans, it is also an exciting time for Buffalo Wild Wings sports bars across the country.” Marketing Director Rita Patel said in a company press release. “Kick-off means getting together with your team to watch the game, feast on a great meal and create unforgettable memories together. Our “Best of All Time” campaign aims to bring that camaraderie to life. at home, we’ve got you covered this fall! “

Measure direct competition with IBM Watson

Capitalizing on the camaraderie and competitive spirit of the college football season, BWW hosts competitions on Thursday as the Minneapolis and Columbus football teams enter the field for their first game of the season. Fans of the Buffalo Wild Wings sports bars closest to their school’s football stadium will also face off in various challenges to determine who really had the “greatest of all time.”

BWW is partnering with Converge Technology Solutions to use IBM Watson to help them keep track of scores during competition. The competition will be scored according to three categories:

  • Great Times: Measured by Watson Speech to Text and Watson Tone Analyzer, the technology will capture the noise levels, tone and keywords of the microphones at each sports bar. The data will then be transferred to IBM Cloud where a machine learning model will calculate sentiment scores. Cheering and roaring will lead to a higher performance, while moans and thuds will result in a lower score.
  • Number of wings eaten
  • Completed Blazin ‘Challenges: All fans who knock down 10 Blazin’ Carolina Reaper Wings in less than 5 minutes will register points for their Sports Bar.

The app will record the points in real time and display them on a live scoreboard in each sports bar. The fan base that wins at least two of the three categories will win and the winning city will receive a donation to the Buffalo Wild Wings Foundation to support local youth through partners such as Boys and Girls clubs.

The greatest commercial of all time will debut this week with the 60-second spot that aired Thursday during the prime-time college football game between Ohio State and Minnesota on FOX. (See below.)

Produced by The Martin Agency, the campaign will feature Buffalo Bills quarterback Josh Allen, Arizona Cardinals quarterback Kyler Murray and Los Angeles Sparks forward Chiney Ogwumike.

Football inspired menus

Buffalo Wild Wings, which has more than 1,200 units, has created Tablegate Bundle for restaurant patrons. Each package has 20 boneless wings, all the pretzel knots and Buffalo chicken toddlers. The Tailgate Bundle – including 15 boneless wings, 15 traditional wings, all pretzel knots, and a large order of Tots – is available for take out or delivery.

The chain is also launching Spiked Football – a Tiki-style drink made with Captain Morgan Spiced rum, coconut, lime and pineapple juice – served in a personalized soccer ball-shaped glass.



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