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Video: NFL's Rob Gronkowski takes on brothers, firefighter in Super Bowl of hot wings

Buffalo Wild Wings has created a video so fans can watch the wing-eating competition between New England Patriots tight end, Rob Gronkowski, his two brothers (Chris and Dan) and one super fan, who is a firefighter.

February 5, 2016

Just in time for Sunday's big game, Buffalo Wild Wings has created an immersive, 360-degree video that lets fans watch a wing-eating competition between New England Patriots tight end Rob Gronkowski, his two brothers (Chris and Dan) and one super fan, who is a firefighter.

Such emerging technology is helping Buffalo Wild Wings connect with consumers on the biggest day of the sports calendar, and one of the busiest days for the brand — 11 million wings sold on Super Bowl Sunday in 2015,  noted Bob Ruhland, VP of marketing, Buffalo Wild Wings.

"We're constantly looking at new and emerging technologies that will allow us to bring our fans closer to our brand and the in-restaurant experience, while also differentiating ourselves from competitors," he said. "We viewed the Super Bowl as a great opportunity to tap 360^o video technology to literally put our fans in the 'center' of the action in our restaurant.”

Watch to see who prevails in the challenge, which called for the competitors to devour wings covered in blazin’ sauce in six minutes with no celery, carrots, dressing or drinks.