First Class Agency's Buffalo Wild Wings Campaign by Ashlynn webb

BACKGROUND

Buffalo Wild Wings

Jim Disbrow and Scott Lowrey were on their way to judge an amateur figure skating competition when they went looking for a restaurant that served New York-style wings. Sadly, these wings were nowhere to be found. Deciding that this needed to change, Jim and Scott took matters into their own hands and created their own signature sauce recipe to help satisfy their craving. Jim and Scott decided to open up their first restaurant near Ohio State University in Columbus after their signature wing sauce started gaining attention. This first restaurant was originally called “Buffalo Wild Wings & Weck,” Weck referring to the type of sandwich roll, but was later shortened in 1998 to Buffalo Wild Wings Grill & Bar. Since opening their first restaurant in 1982 in Columbus, Ohio, Buffalo Wild Wings has opened over 1070 locations nationwide. The company have also expanded their restaurants into Canada in 2010. Today, Buffalo Wild Wings is the largest pourer of draft beer in the country. Their alcohol beverages comprise around 20% of sales and, according to the VP Food and Beverage, Buffalo Wild Wings pours more draft beers than any other company in the United States or chain in the world. The company was recognized in Forbes magazine’s list of the “200 Best Small Companies” in 2007 through 2011. Fortune magazine also cited Buffalo Wild Wings in its list of “100 Fastest Growing Companies” in 2008, 2009 and 2011. Buffalo Wild Wings is a restaurant that features a variety of menu items, which includes its New York-style chicken wings and 14 of its signature sauces or four signature seasonings. As for the atmosphere, Buffalo Wild Wings restaurants have a multi-media system, an open layout and a full bar. Guests have the option of not only watching sporting events but other programs on their 50 televisions, giving it an appeal to sports fans and families. Their restaurant also gives guests the options to play Buzztime Trivia and playing video games.

RESEARCH

Buffalo Wild Wings has 14 Central Florida locations. First Class Agency conducted a survey about consumer habits and preferences. The survey received 120 responses in total. o According to the survey, 82.5% of respondents recognized eSports as a sport. o 36.3% of respondents said they currently attend eSports events. o When asked “If Buffalo Wild Wings featured eSports, would this positively impact your decision to eat there?”, 76.3% of respondents said that it would. According to SuperData Research, the competitive gaming industry brought in revenue of $750 million in 2015. By 2018, that number is expected to reach $1.9 billion. eSports reaches a global fan base with tournament prize pools reaching into the millions of dollars. The International 2015 had the largest prize pool of $18.4 million. Case Study: o Coca-Cola has been successful in sponsoring eSports and working with media companies to present weekly sports wrap-ups. It is a steadily growing market that needs to have potential partners act quickly.

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If a restaurant was live streaming eSports, would you be more likely to eat there?

GREG GREG GAMER GAMER

Greg is a 25-year- old self-proclaimed gamer. He’s a social guy and has many crazy stories to tell about his college years. Although he never finished his degree, he’s used his people skills to land a full time job as a supervisor at his local grocery store. When he’s not spiraling down the rabbit hole of negative productivity on Reddit or YouTube, Greg enjoys videogames, especially eSports.

He also loves traditional sports as well, and even though he hasn’t played competitive sports since his academic days, Greg has recently joined a drinking kickball league. He likes being able to have a few beers with friends and also let his competitive personality take over. The highlight of Greg’s week is continuing the party after the game with his new kickball friends. They usually go to a sports bar where there is more beer and plenty of wings. The GameStop employees know Greg by name and can always guess what game he’s there to pick up. Greg is a pretty tech savvy guy. He follows several eCelebrities on Twitter and reads their blogs for the most updated gaming information.

CREATIVE

ÂNot Just A Sports BarÊ Campaign The BWW “Not Just A Sports Bar” campaign seeks to increase food and drinks sales at BWW locations by converting the eSports audience into regular customers. The campaign will validate the eSports subculture and establish BWW as the ideal venue for them to watch this up and coming industry.

Creative Strategy Statement Ads will target individuals who are fans of eSports and depict behavior, but in a nontraditional fashion that reflects the unique world of eSports. A celebration of the eSports subculture will convince them.

Advertising Plan Key Fact: Seventy-four percent of individuals who play or watch eSports said they would come to Buffalo Wild Wings if they could watch eSports, in addition 76.3 percent of individuals said if Buffalo Wild Wings featured eSports it would positively affect their decision to eat there. Advertising Problem: Convincing the gaming world that Buffalo Wild Wings is a place to watch eSports. Advertising Objective: To have people perceive BWW as the premier location for eSports and not just another sports bar. Target Consumers: Working Individuals between the ages of 21 to 34 who have a disposable income and are interested in eSports. Competition: Direct: Hooters, TGI Fridays, Duffy’s, gaming specialty bars and other sports bars. Indirect: Home streaming and Tournament attendees. Key Consumer Benefit: Consumers will have the option to come to Buffalo Wild Wings to watch eSports, hang out with friends and enjoy the atmosphere. Support: In-stream Ads, Outdoor, Online Banner Ads, Email, Radio and Magazine. Tone Statement: Playful, Intriguing, Energetic, Hardcore. Mandatories and Limitations: Logo, slogan, full page, full color magazine ads. 30-second In-stream ads. 30-second radio ads.

Example 1

Example 2

Example 3

OUTDOOR

Example 1

Example 2

RADIO

Example 1

Narration

Sounds Effects

NARATOR: This is what a sports fan sounds like.

SFX: Loud cheering.

NARATOR: This is what an eSports fan sounds like.

SFX: Loud cheering.

NARATOR: This is what a sports fan drinking ice-cold beer sounds like.

SFX: Glasses clinking.

NARATOR: This is what an eSports fan drinking ice-cold beer sounds like.

SFX: Glasses clinking.

NARATOR: If youâ&#x20AC;&#x2122;re listening to this commercial, youâ&#x20AC;&#x2122;ve probably already realized they sound the same.

SFX: Light background music.

NARATOR: Buffalo Wild Wings is proud to be live streaming select eSports tournaments, giving you the ultimate fan experience. So press start on the new home for eSports. Buffalo Wild Wings, not just a sports bar.

SFX: Light background music.

RADIO

Example 2

Narration

Sounds Effects

NARATOR: This is the sound of watching eSports at home. DAVID: The Internet is seriously lagging. Help me reset the router. We canâ&#x20AC;&#x2122;t be dealing with this right now!

SFX: The sounds of eSports going in and out due to connectivity problems with cords moving around.

MICHAEL: I just reset it, is it working now?

DAVID: No! What are we going to do?

NARATOR: MICHAEL: DAVID:

This is the sound of watching eSports at Buffalo Wild Wings. No internet problems here! Thank Goodness, and we get to eat great food with other eSports fans!

SFX: The sounds of eSports with glasses clinking and cheering.

SFX: Light background music.

IN-STREAM

Example 1 Video Open on a group of BWW customers eating wings and cheering loudly at a game. A man, James, walks in and up to his friend and starts talking. Both men are seen having a conversation in the midst of the game and pointing to different TV’s.

Slowly pan out and then a black background with logo and someone dipping a wing in a sauce.

Audio NARRATOR: Ah, your typical sports fan paradise. Wings, friends and a nail biting game. JAMES: Hey man, sorry I’m late. What quarter are we in? MATT: Oh I haven’t been paying much attention to that TV. They’re showing the Dota tournament over here! JAMES: What?! I had no idea we could watch that here. I guess I know where we can go now to watch the tournaments! NARRATOR: Press start on a new home for eSports. Buffalo Wild Wings. Not just a sports bar.

Open on a group of BWW customers eating wings and cheering loudly at a game. NARRATOR: Ah, your typical sports fan paradise. Wings, friends and a nail biting game. A man walks in and up to his friend and starts talking. JAMES: Hey man, sorry I’m late. What quarter are we in? Both men are seen having a conversation in the midst of the game and pointing to different TV’s. MATT: Oh I haven’t been paying much attention to that TV. They’re showing the Dota tournament over here! JAMES: What?! I had no idea we could watch that here. I guess I know where we can go now to watch the tournaments! Slowly pan out and then a black background with logo and someone dipping a wing in a sauce. NARRATOR: Press start on a new home for eSports. Buffalo Wild Wings. Not just a sports bar.

IN-STREAM

Example 2 Video Two guys hanging out with their laptops gaming and browsing the web.

Audio

NATHAN: We need to figure out where we want to eat before the tournament starts! Where do you want to go? JAKE: I don’t know, where do you want to go?

They are trying to decide where to eat before they watch an eSports tournament online.

NATHAN: Don’t do this, I asked you first!

Nathan sees a Buffalo Wild Wings banner ad about eSports tournaments now being shown at the restaurant and shows his friend.

JAKE: Well we can never agree on anything… NATHAN: Hey Jack, check this out. I just saw that Buffalo Wild Wings is streaming eSports. Maybe, we should just eat there and watch the tournament!

A shot of them enjoying the tournament with beer and wings.

JAKE: You known what? I think that’s an idea we can both agree on. We better get going! NATHAN: Wow, this is awesome! I had no idea there were this many other eSports fans out there.

Black screen with Buffalo Wild Wings logo and a person dipping a wing in a sauce.

JAKE: Me neither! We should watch all of the tournaments here!

NARRATOR: Press start on a new home for eSports. Buffalo Wild Wings. Not just a sports bar.

ONLINE POP-UP

Gif (Graphics Interchange Format) POP-UP

ONLINE AD

Example 2

Example 1

Hey, hey you! You probably know Buffalo Wild Wings as the place you go to watch sports (and eat fantastic wings), but did you know we now live stream eSports tournaments at all of our locations? We know you’re thinking it’s too good to be true, but check out what other eSports fans are saying about their experience watching the tournaments at Buffalo Wild Wings: Video with short interviews of fans talking about how watching together makes the experience better. Shots of people enjoying the food and games. We recognize that eSports isn’t just a game and you’re not just a fan. The love for eSports runs deep and experiencing the nail biting moments with like-minded diehard fans makes the tournaments that much more exciting. So don’t just take our word for it. Come out to any Central Florida Buffalo Wild Wings location during an eSports tournament and enjoy 10% off of your entire bill with the attached coupon. What are you waiting for? Press start on the new home for eSports. Buffalo Wild Wings Not just a sports bar

Example 2 Hey there eSports fan, it’s Buffalo Wild Wings again! We hope you and your friends took the opportunity to watch the last tournament with us… and eat delicious wings too! If you didn’t get to join us, don’t feel bad because you have another chance coming up. We are showing the EVO 2017 Championship on July 14 at all of our Central Florida locations and we want you to be a part of the action. We recognize that eSports is not just a game and you’re not just a fan. There’s something about watching sporting events with other passionate fans that makes the experience so enjoyable and eSports is no exception. So don’t just take our word for it. Come out to any Central Florida Buffalo Wild Wings location during our next eSports tournament on July 14 and enjoy 10% off of your entire bill with the attached coupon. What are you waiting for? Press start on the new home for eSports. Buffalo Wild Wings Not just a sports bar

PUBLIC RELATIONS

The public relations campaign will focus on engaging the target audience primarily through the use of new media with strategically chosen events in the Central Florida region. The decision to use new media, particularly social media, was determined by the results of our secondary research, which indicated the majority of eSports fans are high-frequency internet users. The events chosen for this campaign were selected for their high traffic of the target audience. The instore components of the plan feature the presentation of key tournaments that will be occurring in the eSports market. Social Media Plan The campaign will include the launch of new Buffalo Wild Wings branded social media accounts that specifically cater to the eSports market, particularly focusing on content built for the target audience. These channels will also broadcast content related to campaign initiatives, such as tournaments. Channels used include Twitter, Facebook, and Twitch. Twitch channel will broadcast live-stream content or coverage of eSports events throughout the duration of the campaign. Note about BWWGaming: This decision was made to prevent undesired overlap with conventional sports fans who may reject eSports, which remains a consistent challenge for the wide-spread acceptance of this new market. Social Media channel launches will be accompanied by a formal press release. Desired channels and handles: Twitter @BWWGaming Focus on interaction with eSports communities and other publics. Support Twitch channel and BWWGaming events. Facebook “BDubs Gaming” Focus on social media content that targets eSports and eSports news. Support Twitch channel and BWWGaming events. Twitch Twitch.tv/BWWGaming Features eSports livestreams throughout the year Event Plan – Out-of-Store The following events and organizations have been chosen for their high concentration of the target audience. CEO Gaming • Central Florida based eSports tournament organizer with national appeal, who host several eSports events throughout the year. o Desired outcome of Sponsorship: § On site street team and food. § Live stream media placement. § Event name includes BWW branding. • Support with: o Press Release to emphasize involvement with event. § Contact eSports, gaming and other related outlets o Social Media activity, such as Twitch stream, Twitter, etc.

Gaming Knights • University of Central Florida based organization committed to gaming, who host multiple large-scale LAN-gaming events. o Key Events § Gaming Knights LAN § Gaming Knights Banquet § Smash the Record o National recognition § Sponsor event and support with Press Release. Event Plan – In-Store Initiatives The following events will be hosted in select BWW locations and will incorporate eSports into the BWW sports lineup during specific tournaments. Each major tournament event that is chosen will be accompanied by a press release announcing the event. Tournament list: • Dota 2 International • EVO • The Frankfurt Major • The Shanghai Major • Dota 2 Asia Championships (The Oriental) • + Other tournaments

News Release For immediate release Stan Kuschick Buffalo Wild Wings (407) 299–9574 Stan@BWW.com

Buffalo Wild Wings to Feature Evo Championship Series 2017 in Central Florida Locations ORLANDO, Fla. (June 15, 2017) – Select Buffalo Wild Wings locations will be featuring the Evolution Championship Series taking place July 15 through July 17. The event will be broadcast in-store alongside the regular sports lineup for patrons to watch while they eat. The presentation is Buffalo Wild Wings’ first foray into featuring eSports at a restaurant location. Promotional items will be distributed by restaurant staff for attendees who present a secret “cheat code” that will only be available on the @BWWGaming Twitter account. There will also be a unique “Dragon Punch” wing flavor, available only during this event, to commemorate the tournament. Attendees will be encouraged to share their experiences on social media using the hashtag #EVOatBWW. Select posts will be shared on the Buffalo Wild Wings Twitter account, @BWWGaming. Buffalo Wild Wings will be co-hosting the stream on Twitch.tv/BWWGaming and will provide coverage of the event on Twitter on the @BWWGaming account. About Evo Championship Series Evo (short for Evolution) is the world’s largest fighting game event. Going on for now over a decade, Evo is the must-attend event for fighting game fans and competitors all over the world. Over three days, Evo hosts a variety of fighting game tournaments, exhibitions, and a BYOC area where gamers can compete, meet up and generally have a good time. About Buffalo Wild Wings Gaming Buffalo Wild Wings Gaming is a corporate initiative to support the integration of eSports into the Buffalo Wild Wings lineup. The initiative includes BWW Gaming social media accounts, coverage of eSports events and in-store presentations of eSports tournaments. To find out more, like Buffalo Wild Wings Gaming on Facebook, follow @BWWGaming on Twitter and visit www.BuffaloWildWings.com/gaming. -more-

About Buffalo Wild Wings Buffalo Wild Wings, Inc., founded in 1982 and headquartered in Minneapolis, is a growing owner, operator and franchisor of Buffalo Wild Wings® restaurants featuring a variety of boldly-flavored, made-to-order menu items including its namesake Buffalo, New York-style chicken wings. The Buffalo Wild Wings menu specializes in 21 mouth-watering signature sauces and seasonings with flavor sensations ranging from Sweet BBQ™ to Blazin'®. Guests enjoy a welcoming neighborhood atmosphere that includes an extensive multi-media system for watching their favorite sporting events. Buffalo Wild Wings is the recipient of hundreds of "Best Wings" and "Best Sports Bar" awards from across the country. There are currently more than 1,055 Buffalo Wild Wings locations in the United States, Canada and Mexico. To stay up-to-date on all the latest events and offers for sports fans and wing lovers, like Buffalo Wild Wings on Facebook, follow @BWWings on Twitter and visit www.BuffaloWildWings.com.

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News Release For Immediate release Stan Kuschick Buffalo Wild Wings (407) 299 – 9574 Stan@BWW.com

Buffalo Wild Wings Sponsors CEO Gaming Tournament Series ORLANDO, Fla. (June 1, 2017) – Buffalo Wild Wings is now sponsoring the CEO Gaming tournament series starting with CEO 2017 at the Wyndham Orlando Resort from June 24 through June 26. The sponsorship, part of the new Buffalo Wild Wings Gaming initiative, will help support the brand’s commitment to eSports as a welcome new piece of the Buffalo Wild Wings sports lineup.

Buffalo Wild Wings will provide food for event staff and free samples for attendees. Buffalo Wild Wings street team members will also be on site giving away Buffalo Wild Wings promotional items, including coupons for use at select Buffalo Wild Wings locations in the Central Florida region.

Buffalo Wild Wings will also be featured as a key sponsor on the CEO Gaming Twitch stream. Supporting the event on social media, BWW will be co-hosting the stream on Twitch.tv/BWWGaming and will provide coverage of the event on Twitter on the @BWWGaming account.

Community Effort Orlando, more commonly known as CEO Gaming, is a fighting game tournament series that brings in competitors and attendees from over 40 states and 16 countries. The event drew over 4000 attendees in 2015 and over 3 million views on its livestream. The CEO 2017 event is expected to increase these numbers even further. This year’s event will feature Street Fighter V, Ultra Street Fighter IV, Ultimate Marvel vs. Capcom 3, Super Smash Bros. Wii U, Super Smash Bros. Melee, Mortal Kombat XL, Killer Instinct, Guilty Gear Xrd, Pokken Tournament and Tekken 7 tournaments.

About Buffalo Wild Wings Gaming Buffalo Wild Wings Gaming is a corporate initiative to support the integration of eSports into the Buffalo Wild Wings lineup. The initiative includes BWW Gaming social media accounts, coverage of eSports events and in-store presentations of eSports tournaments. To find out more, like Buffalo Wild Wings Gaming on Facebook, follow @BWWGaming on Twitter and visit www.BuffaloWildWings.com/gaming. -more-

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News Release For Immediate release Stan Kuschick Buffalo Wild Wings (407) 299 – 9574 Stan@BWW.com

Buffalo Wild Wings partners with UCF Gaming Knights for Smash the Record ORLANDO, Fla. (October 1, 2017) – Buffalo Wild Wings will be partnering with the University of Central Florida’s Gaming Knights for the annual Smash the Record Charity Tournament on October 20 through 22 at the International Palms Resort and Conference. All proceeds from Smash the Record will be given to St. Jude Children’s Research Hospital.

Buffalo Wild Wings will provide food for event staff and free samples for attendees. Buffalo Wild Wings street team members will also be on site giving away promotional items, including gift cards and coupons for use at select Buffalo Wild Wings locations in the Central Florida region. Their team members will also be on site to live tweet and live stream the events at participating locations. The livestream will also be broadcast on the BWW Gaming Twitch Channel to help support the event. Professional Super Smash Bros. players Jason “Mew2King” Zimmerman and Juan “HungryBox” BuDiema will be making appearances at the event alongside other nationally recognized competitors.

Over the last two years, Smash the Record broke the world record “Longest Video Games Marathon Playing a Fighting Games” in 2014, and raised over $50,000 for St. Jude in 2015. This year, with a goal of $60,000, Smash the Record hopes to raise even more money and Buffalo Wild Wings will be helping them along the way. In addition to officially partnering with the event, Buffalo Wild Wings will be donating $10,000 to help Smash the Record reach their fundraising goal.

News Release For Immediate release Stan Kuschick Buffalo Wild Wings (407) 299 – 9574 Stan@BWW.com

Buffalo Wild Wings to Feature the International Dota 2 2017 in Central Florida ORLANDO, Fl. (June 30, 2017) – Select Buffalo Wild Wings locations will be featuring The International Dota 2 tournament taking place August 8 through August 13. The event will be broadcast in-store alongside the regular sports lineup for patrons to watch while they eat. The event will also feature unique menu items only available during the event.

The presentation is a part of Buffalo Wild Wings’ foray into featuring eSports at a restaurant location. Promotional items will be distributed by restaurant staff for attendees who present a secret “cheat code” that will only be available on the @BWWGaming Twitter account.

Commemorating the Dota 2 experience, patrons will be able to order an exclusive collectible beer glass that resembles the Dota 2 “Bottle” item that includes one free draft beer with purchase. There will also be a unique “Flame Break” wing flavor available only during this event to commemorate the tournament.

Attendees will be encouraged to share their experiences on social media using the hashtag #TIatBWW. Select posts will be shared on the Buffalo Wild Wings Twitter account, @BWWGaming. Buffalo Wild Wings will be co-hosting the tournament stream on Twitch.tv/BWWGaming and will provide coverage of the event on Twitter on the @BWWGaming account.

About The International Dota 2 Championship 2017 Returning to Seattle’s Key Arena, The International Dota 2 Championship once again brings the world’s top Dota 2 teams together to battle for the Aegis of Champions, with the main event set to run for 6 days from Monday, August 8 through Saturday, August 13. The International Dota 2 Championship holds the record for the single largest eSports tournament prize pool in the world. The event is livestreamed for viewers around the world. -more-

SOCIAL MEDIA TWITTER

Facebook

SOCIAL MEDIA Twitch

MEDIA PLAN

Print Magazine ○ This medium was chosen because the ads will be placed in niche, targeted platforms. The target audience reads these publications and will see the print advertisements. • Publications: Orlando Weekly, ESPN eSports edition. ○ Orlando Weekly • These weekly ads spread throughout the year. ○ ESPN eSports Edition • June 2017 Radio ○ This medium was chosen because of the results from First Class Agency’s consumer survey. The results showed that the target demographic listens to the genres listed below. • Formats: Rock, Urban Contemporary, Alternative Rock. Outdoor ○ This medium was chosen due to its high visibility and strategic placement possibilities. • Location: high traffic areas, such as I-4 and the Turnpike. ○ There will be 3 different boards in 3 different locations. In-Stream ○ This medium was chosen because eSports consumers are regularly online and will watch these advertisements before they start their intended video. ○ Played before videos that involve eSports recap and live stream videos. ○ Pre-roll on YouTube, Hulu, and Twitch videos. Online Banner ○ This medium was chosen because the eSports consumer is regularly online and will see these banner ads on their preferred websites. • Served on sites such as Reddit.com, IGN.com, and Roosterteeth.com. Online Pop-up ○ This medium was chosen because the eSports consumer is regularly online and will see these pop-ups on their preferred websites. • Served on sites such as Reddit.com, IGN.com, and Roosterteeth.com. Direct Email ○ This medium was chosen to directly inform eSports consumers about live tournament streaming. Due to the information provided on First Class Agency’s survey, the target demographic mainly shops online and must regularly check their email. • List of 50,000 names to send out emails before large tournaments streamed at BWW. ○ Tournaments highlighted in each individual email: • The Shanghai Major 2017 (late February- early march) • Evo 2017 Championship (mid July) • The Dota 2 International 2017 (early august) • The Frankfurt Major 2017 (mid November)

BUDGET

Rate

Multiplying Factor

Total Price

$3,000 per issue

23 issues

$69,000

$150,000 per issue

1 issue

$25K/1 week

27 weeks

$675,000

Outdoor

10K/4 weeks per board

24 weeks & 3 boards

$180,000

In-Stream

$15 CPM

2,000,000 impressions

$30,000

Online Banner

$5 CPM

2,000,000 impressions

$10,000

Online Pop-up

$5 CPM

2,000,000 impressions

$10,000

Direct Email

$25 CPM

2,000,000 addresses X 4 email blasts

$200,000

Print (local weekly magazine) Print (national magazine w/ regional ad targeting)

Radio

Total Spent for Entire Campaign = $1,324,000

$150,000

TIMELINE

Buffalo Wild Wings Ad Placement January 2017 through December 2017

EVALUATION

Measurements for Advertisements •

Due to the fact that the majority of the campaign utilizes online mediums, views and impressions are easily trackable.

Evaluation for In-Store Events The success of in-store events can be tracked based on specific coupon codes used. •

Each coupon will have a unique code based on the way it was promoted o

i.e. email, social media, etc.

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Look at interactions on social media based on hashtags o Ex: #EVOatBWW

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We will look at how many Twitch channel views were achieved.

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Buffalo Wild Wings can co-host a stream and see the results by looking at the number of views were received. See how popular the specific flavor of wing sauce was for the event that night. o

o •

Ex: Dragon Punch.

Some events will have in-store giveaways. o

Everyone who uses an in-store giveaway item code will be able to be tracked.

Evaluation for Sponsored Events The success of sponsored events will be based specifically on: o

Giveaway coupons at the events will be unique, which will let us know where the coupon was redeemed from. §

Measure social media interactions during events. §

These coupons will be redeemable specifically at Central Florida locations. Calculate new followers and posts.