Abstract

Minnesota-based casual dining restaurant and sports bar chain, Buffalo Wild Wings Grill & Bar (BWW) launched an integrated marketing campaign, “Protect the Football” at the end of 2012 to increase the footfalls to its restaurant locations during the football season. The cross-platform ad campaign which included new media (such as mobiles) sought to increase the overall purchase intent of the target audience during BWW’s busiest time of the year.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Service marketing
• Peculiarities of services
• Increasing purchase intent during the peak season
• Measuring effectiveness of campaign
• Integrated marketing communication

Keywords

Service Marketing, Integrated marketing campaign, Promotions, Sweepstakes, Online ad, Mobile ad, Game, Measure the effectiveness of its campaign, Metrics, Intent to purchase, Cross-platform ad campaign, Brand lift metrics