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B-Dubs hopes digital campaign will score with March Madness fans

B-Dubs' March Madness campaign — "Don''t Worry, They'll be Home in April" — recently launched via a series of TV spots showcasing how with 30 beers on tap, great food and wall-to-wall TVs, the chain has created a destination that is so enticing to March Madness fans that some might never want to leave until the tournament is over in April.

March 16, 2016

College basketball season is one of the best times of the year for Buffalo Wild Wings to connect with fans, and this year the the official hangout of March Madness is leveraging digital and social platforms, like Snapchat, to make those connections, according to a company press release.

B-Dubs' March Madness campaign — "Don't Worry, They'll be Home in April" — recently launched via a series of TV spots showcasing how with 30 beers on tap, great food and wall-to-wall TVs, suggests the chain has created a destination so enticing to March Madness fans that some might never want to leave until the tournament ends in April, according to the release.

To bring the in-restaurant experience to life and drive traffic to restaurants, B-Dubs is introducing a series of Snapchat geo-filters and an online destination that positions the restaurant as the ultimate "vacation" spot for college basketball fans this March.

Digital extension

Combining consumers' favorite foods, beers and teams in one spot, B-Dubs is the clear choice for a "sports-cation" to watch the NCAA tournament.  On the sports-cation microsite, fans can "plan their trip" to a local B-Dubs, check out the local cuisine ("attractions") and "explore it all from their couch" by ordering online. They can also share their location via Twitter, encouraging their friends to join them for their sports-cation at B-Dubs.

Social extension

B-Dubs is extending the conversation across its social channels by providing fans with nostalgic-style sports-cation themed postcards to share with friends, with one to two new postcards introduced on Facebook each week of the tournament.

Plus, fans can share their sports-cation experiences with their friends in real-time through custom, geotargeted Snapchat filters that are activated in and around Buffalo Wild Wings locations during the tournament. They can overlay photos of their favorite in-restaurant moments with campaign and March Madness-themed filters before adding their own text captions. B-Dubs will unveil a series of filters, including a sports-cation "Greetings from B-Dubs" option (available now) and others surrounding big moments during the tournament, according to the release.