Brief:
- Buffalo Wild Wings, the casual dining chain with 1,200 locations in 10 countries, partnered with fantasy sports provider DraftKings on a mobile game that coincides with the start of the National Football League season. The customized mobile game, called Blazin' Fantasy Football, will be available in the chain's Blazin' Rewards App on September 9, per a statement.
- The game is exclusively available to Buffalo Wild Wings guests. Contestants have a chance to win prizes such as gift cards, Blazin' Reward Points and free wings for a year. The restaurant is also the official sponsor of the DraftKings' Thursday Night Showdown contest that gives plays a chance to win $10,000 in total prizes.
- In addition to the mobile game, Buffalo Wild Wings has launched the "Escape to Football" campaign. The campaign includes four TV spots developed by agency Figliulo & Partners that will begin airing today and continue throughout the 2018 football season, along with additional spots on radio and a brand refresh.
Insight:
Developing a fantasy football game for smartphone users is a creative way to engage customers who spend their Sundays watching their favorite NFL teams and players at sports bars like Buffalo Wild Wings. The Blazin' Fantasy Football game transforms passive viewing of football into an experience of monitoring multiple players and teams to win points based on their live play. Previously, Buffalo Wild Wings tied its mobile app to "Call of Duty: WWII" and ran a wheel game during the NCAA men’s basketball tournament.
The mobile game is also likely intended to urge more people to sign up for the restaurant chain's Blazin' Rewards loyalty program and become repeat customers. Loyalty apps like the Blazin' Rewards App can help casual and quick service restaurants drive repeat sales. This week, TGI Fridays UK announced that loyalty visits rose 61% and loyalty revenue increased by 66% due to its revamped mobile app, and a Jefferies analyst found that average daily usage of McDonald's Android app rose by 20% to 40% in recent months, after previously struggling with customer adoption.
By tying the game to a mobile app and timing it with football season, Buffalo Wild Wings can activate customers during a key part of the year. Figliulo & Partners is working with the chain on a project basis after TBWA/Chiat/Day handled a March Madness campaign this year. Both agencies are part of a closed review that Buffalo Wild Wings aims to wrap up this year, per Ad Age. The campaign comes after Arby’s bought Buffalo Wild Wings last year for $2.4 billion. The merger resulted in the formation of a new company called Inspire Brands, owned by private-equity firm Roark Capital.
