BWW Campaign Book by baileyschneider

FIND YOUR SEAT campaign book

B&E

BACON & EGGS AGENCY TEAM B

Bacon & Eggs is a strategic communications agency based in Madison, Wisconsin. We are young, creative, and strategic in how we bring innovative ideas to our clients and their brands. We are passionate about creative, IMC, new media and breakfast foods.

PARMASAN GARLIC

HONEY BBQ

HOT BBQ

BAILEY SCHNEIDER

ANNIE McGRAIL

CARA HANSON

creative director

account director

pr + promo director

ASAIN ZING

HOT

CATHERINE BULTENA VIOLET JINQI WANG

media director

research director

TABLE OF CONTENTS

SITUATION ANALYSIS

CAMPAIGN PLAN

CREATIVE PLAN

PAGE 5

PAGE 15

PAGE 23

MEDIA PLAN PAGE 33

PR/PROMO SOURCES PLAN CITED PAGE 41

PAGE 51

SITUATION ANALYSIS

Situation Analysis Company History

steadily growing with an annual rate of 3.6 percent from 2012 to 2017. The major players are DineEquity Inc., which owns Applebee’s and IHOP, Darden Restaurants Inc., which owns Olive Garden, Longhorn Steakhouse, and Bloomin’ Brands Inc., which owns Brinker International Inc (IBISWorld). According to the Market Share Report (2015) on Largest Casual Dining Chains, Applebee’s accounted for 11.78 percent, Olive Garden for 9.51 percent, Chili’s Grill & Bar for 8.99 percent and Buffalo Wild Wings for 8.89 percent of the market share. Among Largest Sports Bar Chains, Buffalo Wild Wings accounted for 47.56 percent of the market share, follow by Hooters (11.06 percent) and Dave & Buster’s (5.35 percent).

According to the official website, Buffalo Wild Wings, Inc., was founded in 1982 by Jim Disbrow, Scott Lowery and Bernard Spencer in Columbus, Ohio. The company was originally called Buffalo Wild Wings & Weck, selling their signature Buffalo, New York-style chicken wings and beef on weck sandwich. In 1991, Buffalo Wild Wings began their franchise program. In 1997, the corporate headquarters moved from Cincinnati, Ohio to Minneapolis, Minnesota. The year after that, the company changed their name to Buffalo Wild Wings, with “B-dubs” as a nickname. In November 2017, Roark Capital Group announced its plan to purchase the chain for about $2.4 billion plus debt. Today, Buffalo Wild Wings opened up more than 1,238 restaurants around the world.

One of the most popular industry trends is the opportunity for customization and build-yourown dishes. Forty-two percent of customers think a build-your-own menu option is important. Additionally, 29 percent of customers see “indulgent menu” as appealing.

The restaurant currently sells burgers, sandwiches, snacks, salad, and wraps and alcoholic beverages, specializing in traditional and boneless chicken wings with over 20 sauces and seasonings. The TVs in the restaurant were first used for music videos. Now, a typical B-dubs restaurant features stadium-like interior design, multiple high definition, flat screen TVs screening sporting events.

The chain restaurant industry has a low level of concentration, low barriers of entry and high level of competition. Not only do restaurants need to compete within their own industry, they also have to compete against other industries in the broader food services venue, such as fast food restaurant, coffee shops, bars, and even grocery stores. The competition between chain restaurants is largely based on price and quality. Thus, the elevated level of competition drives down the profit margin for the majority of the industry operators. Purchases are accounted for nearly

Industry Trends The chain restaurant industry is a $108 billion business, with an estimate of $5.3 billion profit. As the unemployment rate goes down, and disposable income increases, the industry is

Competitive Analysis

one-third of Industry cost. As a result, strict cost and quality controls are necessary to maintain efficiency. According to Mintel, 52 percent of consumers in household income less than $50,000 and 49 percent of consumers in household income between $50,000 and $75,000 report dining out less frequently in general. Consumers also value fresh, high-quality ingredients and meals, and constantly compare food quality with other alternatives. People are more likely to dine out if the meal is difficult to replicate at home (Mintel, 2017).

Buffalo Wild Wings’ greatest competition comes from other well-established casual dining restaurants including Applebee’s, Olive Garden and Chili’s Grill & Bar. Also, competition comes from upcoming sports bars such as Hooters, which has a similar menu and slogan of Buffalo Wild Wings’. With abilities to offer similar quality food, the casual dining industry differentiate themselves through dining experience more than ever.

Although value deal promotions gains traffic, there are negatives. Frequent deals may result in perceptions of lower quality and long-term value deals such as Olive Garden’s unlimited salad pass are likely to appeal to more long-term royal consumers and build valuable relationships. More than ever, restaurants are selling and marketing the experience of eating at their restaurant rather than just the meal. As a result, it is important for the restaurants to position and target specific consumers.

Competitors

Applebee’s

Olive Garden

Menu Focus

Salad, pasta, burger, sanwich and steak

pasta, breadsticks, burgers, ribs and soup and salad fajitas

Slogan

“We’re all family “There’s no here” place like the neighborhood” and “Together is good”

“Chili’s Grill & Bar. “Food & Wings. Like no place else.” Beer. Sports.” Hooter Girls.

Consumer Profile

Skew young (under No demographic vastly under or 25) and African over index American

Skew under 45 years old, skew Hispanic and Southern American.

Young (18-44 years old), male, unmarried, from the South, Skew African American

Promotions/ Special Strategies

Large menu update accommodates family oriented, older, middle-class consumers

“Guiltless Grill”: health-concious menu options of meals that are under 600 calories.

Sporting event sponsorship. Hire young attractive waiting staff as “Hooter Girls”, famous for revealing outfits.

Cuisine-type

American

Italian-American

“never-ending pasta bowl” Unlimited pasta pass costs $100 for 7 weeks unlimited pasta, soup, salad and breadsticks.

Chili’s Grill & Bar Hooters Texan-American

American signature chicken wings, burger, sandwich, steak and seafood

Consumer Analysis Age: Buffalo Wild Wings consumers are generally young. Consumers who are 18-44 years old are more likely to visit the restaurant. Specifically, consumers who are 1824 years old are 128 percent more likely to visit. This demographic includes young adults, college students or recent graduates.

$100,000 or more, and 92 percent more likely to work for a fortune 500 company. This means they may have the disposable income to dine out more often. 48 percent consumers indicated that they have children in their household. A family and child-friendly menu and dining experience should appeal to these consumers. Attitudes: •They prefer food with rich flavors and spices (index: 121). •They often order alcoholic drinks (index: 150). •They believe “money is the best measure of success”(index 120) and are very ambitious about career goals (index: 147). •They are more likely to buy products from companies that sponsor sporting events (index: 152). •According to primary survey, chicken wings and group hangout are the most important reason for dining at

Gender: According to Simmons 2015, the data does not skew significantly to one gender over the other. However, Simmons 2016 shows 56 percent consumers to be men and 44 percent to be women, which mean men are 18 percent more likely than the general public to visit the restaurant. The brand has become increasingly attractive to male population in recent years. Region: Consumers in the South made up the largest rate of consumptions for Buffalo Wild Wings (37.8%). The Midwest is 51 percent more than the general public to consume Buffalo Wild Wings. These two regions are the most marketable places for expanding awareness and market share. Lifestyle: Consumers have relatively high household income. The consumers are 23 percent more likely than average to earn an income of

Buffalo Wild Wings •About 75 percent of those who surveyed indicated that they have a favorite sauce at the Buffalo Wild Wings, with Honey Barbeque being overwhelmingly popular (26 out of 44 respondents named it as their favorite sauce). •Most respondents indicated that option for customization and personalization of the dining experience is important to them.

Brand Analysis

environment tends to attract a specific audience. According to a Simmons OneView study, Buffalo Wild Wings targets both males and females between the ages of 18 and 24 who are either full-time or part-time college students.

Buffalo Wild Wings is a franchised fast-casual restaurant that caters to all types of sports fans. They are known for wings, beer and sports, which are the three components of their brand image. The franchise presents this image to their customers through product selection, marketing, as well as the atmosphere within their restaurants. They offer 16 signature Buffalo Wild Wing sauces and five seasonings that are paired with either their traditional or boneless wings. They also offer wing deals, like “Boneless Thursdays” and “BOGO Wings” to increase promotion of their wings. Part of their overall marketing strategy is to target sports fans by creating ads that are tailored specifically to them with sports references and graphics. In addition, the atmosphere within the restaurants, reflects a sports bars with a TV any way you turn and showing multiple games in order to accommodate fans of all sports and all teams. Additionally, some of the Television screens are used for their trivia games that are available for any customer to purchase. Over the years, Buffalo Wild Wings grew at a fast and steady rate as they became the third largest casual dining chain in the U.S. Recently that has changed and they have been facing financial problems. The company’s stock (BWLD) has been on the decline over the past two years, causing them to make changes throughout the past year. To help ease some of these financial problems, the company increased their prices and eliminated some promotions, like the BOGO Tuesdays even though it drove many sales. The company is need of finding a new way to reach customers because of their recent financial issues.

Buffalo Wild Wings advertises predominantly through national television to reach the target consumers. The advertisements appear through other mediums such as radio and various social media platforms, though not as significant as TV. In March of 2017, initiated the “We Do It For You” Campaign during the NCAA March Madness tournament. The campaign reached consumers through several different media vehicles including television, social media, digital channels and onsite Final Four experiences, as stated in the press release. Throughout the tournament, Buffalo Wild Wings delivered a number of TV commercials highlighting the company’s ability to liven up the games for the fans worldwide. The campaign prospered by reaching its audience in an effective manner. The majority of Buffalo Wild Wings’ consumers are smartphone users so by distributing advertisements via social media platforms, the information was successfully received. Furthermore, the target audience is more than 60 percent likely to follow sports and athletes on social media which is one of the three main components of the brand itself; the importance of extending advertisements through those outlets is significant. Though Buffalo Wild Wings advertisements are widely featured on television, the target market pays more attention to ads during movie previews than on TV. The presence of B-Dubs ads displayed during movie previews is insufficient.

Media Usage Analysis

Creative Analysis Defining Buffalo Wild Wings’ creative strategy in a phrase it would be “easy-going.” For instance, their copy and commercials tend to feature a little humor. Not enough to make you crack up

Buffalo Wild Wings is a company that lives by their motto: “Wings. Beer. Sports.” The emphasis on those three items along with the restaurant

laughing, but maybe enough to make you smile and reflect fondly on the times you’ve spent at B-Dubs.

even as little as a second long) clip of a huge group of people roaring in celebration in a BWW restaurant.

They run with a theme of “we’re on your side, hang out with us” throughout their commercials especially. Final tidal credits run at the ends reading “you should be here” or more recently “we do it for you.” The commercials feel as if you’re missing a game with your friends if you don’t come to B-Dubs. They’re a friend, and friends do favors for each other. For example, a listening waiter, overhearing that two men at the bar aren’t ready for the football game they’re watching to be over. The waiter flips a switch and suddenly plays are missed and the two men at the bar get their wish. The staff at Buffalo Wild Wings “does it for you”, no matter the cost.

Even for someone who very rarely watches sports, this recurring clip gets the heart racing. There’s something about a crowd mentality that appeals to everyone, and BWW clearly capitalizes on this. The agency TBWA\Chiat\Day is a huge agency based in Los Angeles which is no stranger to large brands and who seems to be great at telling a story and connecting emotionally to a male audience. They have a few incredible campaigns for Miller Light, Netflix, Gatorade and The Grammys. They connect with what makes these brands unique and uses mild humor and emotional connections to capture an audience with a story.

This advertising is pretty specific for men in America who value watching a sports game with their friends over anything else. In their most recent commercials produced by the Advertising Agency TBWA\Chiat\Day, they focus primarily on pleasing shots of the restaurant and it’s food with overlay narration from a man’s deep voice. Upon closer listen, this voice belongs to actor John Goodman from The Big Lebowski and other huge movies that have been incredibly popular with men aged in Buffalo Wild Wings’ targeted demographic. It’s a little hard to notice this voice, especially if you weren’t analyzing these commercials, but this voice brings a faint sense of comfort and relatability to an otherwise well-shot, but normal commercial. At the end of these commercials, there’s a very short (maybe

The social media of Buffalo Wild Wings doesn’t try too hard to be relatable or to make a lot of noise, and their design features a yellow and black combo that stands out but doesn’t overwhelm. In general terms, BWW knows how to use social media to their advantage, but there is a lack of attempt for interaction. Their graphics are fun and stand alone well as tweeted advertisements, for example, but their interest in interacting with fans seems minimal, which is a clear opportunity for improvement.

Public Opinion and Stakeholder Analysis

college football or “which bloody Mary is your #sundayfunday go to?” In addition to their posts related to sports, they promote their deals through their social media, similar to the “BOGO Tenders” example. When Buffalo Wild Wings is mentioned on Twitter, a majority of the time it is related to customer complaints, to which BWW responds with a link to their customer support website. Also, one interactive Twitter campaign Buffalo Wild Wings used in 2015 turned customers’ tweets into NFL sportscasts as a way to engage customers on Twitter (Adweek).

Social Media Analysis Buffalo Wild Wings has a social media presence on Twitter, Instagram, and Facebook. Through these platforms they are able to highlight their brand image by relating their posts to beer, sports and wings. In the examples below, you can see that while Buffalo Wild Wings is active on social media, the brand does not take advantage of the interactive capabilities of social media platforms as much as is possible. Frequently, Buffalo Wild Wings shares similar or identical posts across Twitter, Instagram and Facebook. Posts tend to look like online advertisements, instead of inviting their social media followers to interact on the social media sites or encouraging them to share their own media or using a brand hashtag.

Example of a customer complaint to which Buffalo Wild Wings replied.

For example, this image, which was posted on October 23, 2017, was shared on Twitter, Instagram and Facebook:

Example of a positive Twitter interaction between Buffalo Wild Wings and a customer.

Twitter: Twitter is Buffalo Wild Wings’ most interactive social media platform. While tweets are sometimes the same material that is posted on other platforms, the brand occasionally incorporates hashtags for sporting events that are taking place. For example, #CFB for

Instagram: Buffalo Wild Wings uses their Instagram in a similar way to their Twitter account, but more visually. On Instagram, they post more “artsy”

photos, along with the ad-like media shared on Twitter. Recently they have had a combination of positive commentary and also commentary relating to the idea of boycotting because of the recent national anthem incident in September. The comments are the most interactive way Buffalo Wild Wings connects with followers.

Regarding Buffalo Wild Wings’ presence in the news, there are a few key talking points that come up across news outlets. Arby’s Buys Buffalo Wild Wings: Ever since Arby’s Restaurant Group announced on November 28 they had reached a deal to buy Buffalo Wild Wings, articles on the subject are the first thing to come up about Buffalo Wild Wings in the news. (USA Today)

Facebook: Buffalo Wild Wings uses photos on Facebook in a similar way to Instagram; however, Buffalo Wild Wings posts more videos on their Facebook, which differentiates the two accounts. Also consistent with their Instagram account, comments and feedback on Facebook posts vary from negative to positive, and Buffalo Wild Wings responds to some of each type. Similarly with Twitter, if a customer comments a complaint or issue with their experience, Buffalo Wild Wings responds to the comment with a link to their customer support website. Additionally, their Facebook account can be used as a way of gather more information about the company like their phone number, company information and more.

Decline in Investments: A few articles from July 2017 discuss a decline in investments. According to CNBC, the company’s stock has fallen over 20 percent in the past year (CNBC). When the NFL Struggles, so does Buffalo Wild Wings: The recent issues relating to kneeling or standing during the national anthem at NFL football games has potential to decrease sales at Buffalo Wild Wings, due to decreasing viewership, according to Business Insider. President Donald Trump encouraged fans to “refuse to go to games until players stop disrespecting our Flag & Country,” which is bad for Buffalo Wild Wings because they depend on people being interested

News Coverage Analysis

and engaged in sporting events (Business Insider). Relating to a similar issue, some people have encouraged the boycotting of the franchise after one restaurant allegedly turned down the national anthem before an NFL game on September 11th 2017 (Fox News, Breitbart).

Key Issues & Implications Buffalo Wild Wings is, in general, expensive regarding its food quality or the perception of the quality. BWW increased prices in 2017 and plan to increase them even more in the future. Much of the target market might think twice before choosing BWW because of this alone. Thus wide choices of flavors and inventing new flavors might be a useful way to stand out from other restaurants. In addition, Buffalo Wild Wings cut their “Traditional Tuesday” deal and switched to “BOGO Twosday,” which leaves out consumers who like traditional wings.

SWOT Analysis

Strengths: • Versatile identity, have a foot in fast food, family restaurant and sports bar industry • Wide variety of food, enables customization • Strong brand awareness and social media presence, a majority of people know the know and are aware of the type of restaurant they are. • Marketing and creative has a direct reach to their audience by having advertisements that focus on crowd mentality that is specific to BWW • Fun activities such as the Blazin Rewards to attract attention

They face many competitors including local bars and restaurants that have weekly or daily specials for beer and food. Many fast food restaurants, bars, even grocery store offer cheaper deals on chicken wings and have a significantly faster service. Their target audience, young college-aged consumers, and recent grads are likely to find a better deal elsewhere.

Weaknesses: • Expensive for food-quality • Unhealthy perception • Very specific target market that might discourage non-sports fans from eating at BWW. • Hard to compete with local bars and restaurants, which usually offer cheaper food and unique atmosphere

The other issue resides in Buffalo Wild Wings’ social media presence. It’s clear that BWW knows how to use social media effectively, but they generally use them as a source of advertising rather than an interactive platform. There’s a big opportunity for Buffalo Wild Wings here to use social media as a way to connect with their customers and sell their brand rather than their products. This tweak could give BWW a huge advantage, especially considering their target market is aged fittingly in the social media sphere.

Opportunities • Employment gains and increased wages in the United States result in people having a greater disposable income to spend on things like food • There is an increased desire for personalization in the market • According to the primary survey, our customers are interested in social media and social media deals Threats: • Restaurant industry in general very competitive • Ingredient price is becoming more expensive, such as chicken wings • People become more health-conscious • Consumer of middle and lower household income reported dining out less

CAMPAIGN STRATEGY

Campaign Strategy Find YOUR Seat

Consumer Target

in their career. Therefore, he is able to go out to eat more and enjoys watching his favorite sports teams with his friends.

Primary Consumer Meet Brandon Johnson

Demographics • Males • Ages 24-28 • Upper/Middle Class • Midwest

Brandon is a 27-year-old male living in Minneapolis, Minn. He recently graduated from the business school at the University of Minnesota with a degree in both finance and business management. He is currently working at the same company he started at after graduation. Recently he received a promotion to sales manager at a Fortune 1000 downtown Minneapolis. He enjoys Buffalo Wild Wings because he can eat, drink, watch sports and hang out with his friends. In his free time, Brandon enjoys playing basketball with the guys, wakeboarding in the summer months on a Minnesota lake and in the Winter he enjoys downhill skiing. In addition, Brandon has a steady girlfriend that he has been dating for four years, however, she isn’t the biggest sports fan, which means he needs a getaway to enjoy his favorite sports.

Consumer Insights • Active/Adventurous • Career oriented and ambitious • Likes watching sports • Lives a busy life • Often drinks alcoholic beverages • Enjoys taking risks • Enjoys companies that sponsor sports • High consumer confidence • Social media users • Watches NBC, ABC, CBS and Fox Secondary Consumer Meet Anna Murphy Anna Murphy is a 22-year-old from Texas, but currently lives in Ohio where she is a college student at Ohio State University. She is majoring in psychology and biology with a plan to attend Physician Assistant School after graduation. Since Anna is currently an undergrad and will soon be attending grad school, she has a low budget and takes advantage of deals. However, she does

We chose Brandon as our primary consumer because our research found that middle and upper class males from 24-28 are most likely to dine at Buffalo Wild Wings regularly. People like Brandon are more financially secure and motivated to succeed

like to treat herself here and there because she is a hard worker both in school and with her job. Additionally, she grew up in Texas and is a huge Dallas Cowboys fan and now, of course, an OSU fan, but unfortunately doesn’t want to spend the money on cable. Therefore, she is always looking for a place where she can relax and watch the game for free.

• Fast food fits their busy lifestyle • Social media users • Uses Netflix for streaming Tertiary Consumer Meet Mr. and Mrs. Alexander (Max and Jenny) The tertiary consumers are Max, 37 and Jenny 35 who been married for 10 years. They are currently living in a Northern Suburb of Chicago, Lincolnshire and have two children, Jack, 8-years-old and Sam, 6-years-old. Max is currently working in finance downtown Chicago, while Jenny is working part-time as an interior designer. Although they are both working parents, they strive to keep a work-life balance. They want to ensure that they are spending enough family time together, which is usually on weeknights and weekends. They have been interested in going out to eat places where they are able to enjoy a variety of food that both them and their children will like.

We chose Anna Murphy as the secondary consumer because our Simmons data showed that our consumer base is younger collegeage individuals (index: 201). Additionally, they are active and enjoy watching sports, but they might not have cable to watch their favorite team. Compared to our primary audience, their consumer confidence is relatively lower because they are not financially independent yet, but they are still significantly more confident than the general public. Combined with their other traits, we believe they will be a very important customer group. Demographics • Females • Ages 18-24 • Middle Class • South/Midwest Consumer Insights • Likes to treat themselves • Enjoys the movies • Likes spicy food • Sports fan (big hockey fans) • Active Individuals

We choose Mr. and Mrs. Alexander as our tertiary consumer because the Simmons showed that 48 percent of our customers have children in their household. Additionally, our personalization campaign will be great for this audience because family seeks restaurants where each family member can pick something personalized to them.

they can choose exactly what they want to eat, drink and watch. In addition to this overarching campaign, we will have two short-term aspects, one that will coincide with the Winter Olympics and another that will correlate to the release of The Incredibles 2. The first aims to unite Buffalo Wild Wings’ customer base through the Olympic games, while providing a place for all fans to enjoy their favorite Olympic sports. The second short-term campaign aims to encourage families to eat at Buffalo Wild Wings because of the personalization available for each family member.

Demographics • Parents (ages 28-39) • With Children (under 12) • Upperclass • Midwest

Qualitative Goals Creating unity among a deeper customer base will be an overarching goal of the “Find Your Seat” campaign. We want to ensure that our customer base sees all of they ways they can personalize their Buffalo Wild Wings experience, whether that is through the food they are eating, drinks they are ordering, sports they are watching or the community they are building.

Consumer Insights • Desire for work-life balance • Family dinner • Customization need • Expects entertaining advertisements • Regular movie theater goers • Watching TV Shows with their children

Quantitative Goals Promote the diversification of sports in order to increase our male target audience by 4 percent. Gain more female customers and provide a fun place for women to watch sports. Women are a significant part of our customer base, so we are going to put in more effort to welcoming them and meeting their needs with a goal of a 5 percent increase. Show parents that BWW is a great, family friendly place, and increase their customer base by 3 percent.

Campaign Strategy Campaign Objective With our three varying campaigns and targets, we have three different primary objectives. For our primary consumer, men ages 24-28, our objective is to strengthen and increase our male customer base by promoting the diversification of sports, thus appealing to a larger male audience. For our secondary consumer, our primary objective is to gain more female customers and provide a fun place for women to watch sports. Women are a significant part of Buffalo Wild Wings’ customer base, so we are going to put in more effort to welcoming them and meeting their needs. For our tertiary consumer, parents, our primary objective is to increase their customer base by showing parents that Buffalo Wild Wings is a family-friendly place, and their kids would love to go there. Overall, our campaign aims to bring people together to enjoy their free time in an environment where

Current Brand Position Buffalo Wild Wings is currently seen as the place to go for wings, beer and sports, and it can be associated with being a man-cave. You are able to grab dinner or lunch while hanging out with your friends and watching your favorite team. Buffalo Wild Wings is positioned in the market as a trendy, medium-priced casual dining restaurant. We feel that, due to the interests of our target audiences, this is a good position for the restaurant, and we plan to maintain this position through our new campaign.

Seat.” By encouraging an environment where every consumer has the opportunity to find their own seat, despite their different sports preferences, we aspire to reach a new level of unification.

Desired Brand Position We are not looking to completely change our position in the market. We want to remain a trendy, medium-priced casual dining restaurant; however, we want to make sure our position is more inclusive to those who do not fit into the “man-cave” appeal.

Unique Selling Proposition Buffalo Wild Wings is the one casual dining restaurant that allows each customer to make their experience perfectly and personally their own. Buffalo Wild Wings has all the options, from what sport you want to watch on TV, to what sauce you dip your wings in, to your choice of drink, whether it’s lemonade for the kids or beer for Mom and Dad. Everyone, no matter how young or how old, can feel like each Buffalo Wild Wings restaurant was created with their needs and preferences in mind.

Positioning Our campaign, “Find YOUR Seat” will help us achieve this position because it will break through the barriers of being seen as a place for only men to go and enjoy sports. The different facets of our campaign will reach a wider audience of males who are interested in more than just the popular sports, women who need a place to watch sports, and families who seek a place to satisfy all family members.

Brand Personality (Current and desired) The current brand personality for Buffalo Wild Wings is lively, bold and engaging. Buffalo Wild Wings is brought to life by the contagious energy given off by its customer audience. A key component of our brand personality is inclusion which we aim to strengthen and expand by implementing our new campaign, “Find YOUR

Competitive Advantage Sure, there are other casual dining restaurants in a similar price range, but Buffalo Wild Wings is different because it focuses on each customer’s experience, not just the food. With each Buffalo Wild Wings restaurant outfitted with multitudes of TVs, people can watch what they want to watch. While you’re waiting for your food, you can play

trivia with your friends or family, or you can sit at the bar, sipping on your favorite beer and rooting for your favorite team, getting to know strangers that showed up sporting the same colors.

beginning of 2018 and will continue throughout the year ending in December 2018. This will be a nationwide campaign with a primary focus in the Midwest and Southern regions. The allocation of the advertisements for our campaign is strategic. We will be distributing print advertisements in magazines targeted mainly towards our tertiary consumer audience. Variations of the designs used in our print advertisements will be implemented throughout several social media platforms.

Campaign Scope This campaign will have both a long-term goal and a short-term goal. Short Term (Olympics) - The short term campaign is focused around the Winter Olympics. This campaign will start in the beginning of January 2018 and continue through the Olympics, which begins on February 9, 2018. This campaign will be a nationwide campaign with a focus on Western, Northern and Midwestern regions.

Creative Brief Current Creative Strategy The brand of Buffalo Wild Wings is found as a place where anyone can escape the woes of everyday life to watch sports with your friends. The Buffalo Wild Wings brand today is largely based on a sense of community found in their restaurants.

Short Term 2 (Incredibles) - Another short term campaign will be centered around a corporate partnership with Disney Pixar for the release of Incredibles 2 in summer 2018. This campaign will start in mid May 2018 and run until late June to encourage consumers and Incredibles fans alike to come to Buffalo Wild Wings. This will be a nation-wide campaign that will target our tertiary consumer.

There are a few problems with the Buffalo Wild Wings brand, but weâ&#x20AC;&#x2122;ve chosen to focus on a few big ones. First, and most importantly, the advertising and promotion for Buffalo Wild Wings is almost exclusively aimed towards men. This is an issue not only because it excludes

Long Term Campaign (Find YOUR seat) The long term campaign will be start at the

an entire half of the population from being invited to eat non-gendered chicken and beer, but also because almost half of Buffalo Wild Wings’ existing consumers are already women. Marketing towards only men alienates a very crucial number of customers overall. Second, advertising for Buffalo Wild Wings focuses heavily on three main sports: football, baseball, and basketball. Although these are the most popular sports in the United States, the company should not limit themselves to male-dominated sports. Therefore, they need to expand their image beyond the three-major sports to help widen their customer base.

different things. “Your seat. Your Sport. Your choice” is our chosen copy for the print ads. The idea is that each person is getting a sauce, drink or food that is “just right” for them, just like the three bears in Goldilocks. This personalization all happens while spending time with their friends and family. Each target audience will be targeted by separate audiences. Our TV advertisements will clearly emphasize the personalization Buffalo Wild Wings has and the different advantages they offer. For one storyboard we’ll focus on the advantage of multiple TVs and channels that Buffalo Wild Wings features in their restaurants. “No need to turn the channel, just turn your head.” as our copy. This will show how there’s no need to flip between channels or fight over what sport to watch because you’ll be surrounded by TVs at Buffalo Wild Wings. This storyboard will show a family structure who will avoid arguments between children by choosing to go to Buffalo Wild Wings so everyone can watch what they want and have a delicious meal.

New campaign idea Buffalo Wild Wings has a huge menu and boasts 20 sauces, dry rubs and plenty of drinks. Additionally, every Buffalo Wild Wings has a large amount of TVs. Clearly, there are a lot of choices to make at a Buffalo Wild Wings. A key word we’d like to have people take away from our new campaign is “Personalization.” There are so many drinks, flavors, food options and sports playing that each person who visits can easily find the best combination for themselves. Buffalo Wild Wings is a great place to eat food and hang out and we want our customers to know and see that. Our target will be interested because there is no need to pay for a sports package when there is a Buffalo Wild Wings in their neighborhood. We have a steady base of loyal customers who are also often bringing in groups of friends to watch a game and celebrate a win.

In addition to our long-term campaign for Buffalo Wild Wings, we’d like to set a short term goal involving the 2018 Olympics Winter Olympics. Our “No need to turn the channel, just turn your head” theme would work very well for this shortterm goal because of the many different sports going on at once during the Olympics. At Buffalo Wild Wings, you can keep tabs on different scores without needing to do anything but turn your head. It also emphasizes the underlying message that Buffalo Wild Wings offers personalization.

Creative Concept Find YOUR seat (Long-term campaign) (Your seat. Your sport. Your choice.)

Overall we’d like our audience to feel welcomed, comfortable, full of beer (if over 21) and wings and happy to be watching their game with their friends at Buffalo Wild Wings restaurants. We’d like them to reminisce about those feelings when they watch our TV ads or see our print ads. If they don’t have much to reminisce about, we hope to get them excited to create those memories watching sports and feel the personalization and unity the Buffalo Wild Wings brand offers.

Our overarching creative concept focuses on our key word: Personalization. Our emphasis will be unity and creating an experience where everyone’s taste can be personalized. Our brand is consistent, friendly, always giving new options and unifying. Our advertising will therefore appeal to emotion, humor, and community. As for print ads, we will create a “Goldilocks and the Three Bears” type advertisement. These ads will feature different groups of people, all ordering

CREATIVE PLAN

Creative Plan USP & Big Idea

includes both male and female perspectives. Although they are not our primary target, we’ve also chosen to focus somewhat on families or parents. As this structure doesn’t exclude our other targets (male and female), we’ve chosen to use the family as a display for the benefits a larger group with varying tastes in sports and food can receive from choosing Buffalo Wild Wings over other restaurants. Buffalo Wild Wings’ variety is its specialty.

Buffalo Wild Wings has never had a shortage of promotional material. The company continues to make commercials of loud groups of young people inside their restaurants enjoying their wings, sports, beer, and most of all: the camaraderie. Buffalo Wild Wings’ Unique Selling Position is it’s variety. Unlike other similar brands, customers of Buffalo Wild Wings tend to have a wing sauce, a beer, and sometimes even a seat that they choose every time they enter a Buffalo Wild Wings restaurant. This gives a Buffalo Wild Wings a clear advantage over their competitors. Customers are loyal both to the Buffalo Wild Wings brand and to their favorite menu options. Our agency (Bacon & Eggs) has a Big Idea that doesn’t stray too far from this. However, we hope to have given a new twist and fresh take on the identity that Buffalo Wild Wings has created for itself. Our “Big Idea” (or Creative Concept) is one that focuses on personalization for the customer. With a wide variety of menu items, wing sauces, beers on tap, and TVs with various games on, Buffalo Wild Wings specializes in variety and options.

Positioning & Brand Image Of its competitors, Buffalo Wild Wings easily has the most recognizable brand and best brand image. It is generally slightly more expensive than its competitors, but also has significantly more options and benefits than an order-out wings restaurant or another chicken restaurant with no waiters. Its positioning is more expensive than its competitors, but still less expensive than most other sit-down restaurants, and higher food and experience quality than any of our direct competitors. Buffalo Wild Wings’ current brand image is largely masculine. Much of this is due to the heavy-weight fonts and bold colors used in its branding materials, but this is not something we aspire to change. Instead, the aspired brand image is not one that excludes the excludes the existing male audience, but instead one that doesn’t exclude the existing female audience quite as much. We’d like to see a new brand image that’s friendly to male, female, and family oriented viewers without change to wellrecognized branding images and structures.

Target Audience As discussed in both the situational analysis and the campaign strategy, Buffalo Wild Wings’ advertisements focus largely on men even though our research tells us that about half of their consumers tend to be female. Based on this, we’ve decided to keep men as the primary consumer and make promotional material that

campaign title also sits along well with Buffalo Wild Wings’ standing slogan “Wings. Beer. Sports.” We’ve also developed a tagline for copy; “Your Seat. Your Sport. Your Choice.” These elements are clear and on-brand for Buffalo Wild Wings. They also allow our Creative Concept flow with the theme of personalization.

Branding Strategy & New Campaign Our Branding Strategy is largely our Creative Concept: Personalization. Continuously emphasizing what options Buffalo Wild Wings has available and specifically for You (the consumer) is a long-term goal to increase the popularity of visiting Buffalo Wild Wings restaurants and to set Buffalo Wild Wings apart from its competitors. Our short term Creative Concept is more specific. We’ve developed a campaign that is consistent and inclusive of the information we’ve gathered from the situation analysis and the campaign strategy and from our branding strategy.

This campaign will run between three general sections: An overarching traditional Buffalo Wild Wings “Find Your Seat” idea, a collaboration with Disney Pixar’s “The Incredibles II” (set to release in 2018) film and characters emphasizing families and variety in choice for groups, and lastly, a collaboration with the 2018 Winter Olympics in Pyeongchang, South Korea emphasizing variety in sport-viewing options in-store. Overarching these three lines is a theme of personalization for the individual.

Our campaign is titled “Find Your Seat.” The title “Find Your Seat” refers directly from the information we’ve found in our primary research that shows people having specific, personalized preferences when they step into a Buffalo Wild Wings restaurant. “Find Your Seat” emphasizes the variety and personalization that Buffalo Wild Wings offers each individual customer. This

Find Your Seat For the first section, the general “Find Your Seat” line, Bacon & Eggs has created mockups of a billboard, a snapchat filter, and a Pandora audio ad. The billboard is a traditional outdoor billboard that’s bold and tactically meant to get the campaign title “Find Your Seat” as familiar with a general audience as possible. It is simple and loud. Shown Below.

VO: Male voice sighs, long and sad. Narrator: Didn’t get tickets to the big game? VO: No, all my friends went without me... Narrator: Don’t miss the game, Find YOUR Seat at Buffalo Wild Wings today! VO: All right! NAT SOUND: Crowd Cheers

The Snapchat filter is intended to capture the attention of our young target audiences, and to encourage them to show us “their” seat at a sporting event, a Buffalo Wild Wings restaurant, or anywhere else they feel like sitting. As for the last promotional material for our general “Find Your Seat” line, we’ve scripted out a very simple yet clear and concise “Find Your Seat” Pandora ad, where many of our target audiences listen to music online. This general “Find Your Seat” line will carry the general theme of your campaign with no needed collaborations. It will appeal to purchasers in that it will remind our large audience why they like Buffalo Wild Wings, and make them remember their favorite order. It will be very aligned with our theme of personalization and camaraderie. It emphasizes what’s unique to our brand by use of variety and brand recognition. We’d like our audience to feel reminiscent and craving for their favorite Buffalo Wild Wings menu item and feel pulled into a Buffalo Wild Wings restaurant.

The Incredibles Partnership For our second “Find Your Seat” line, we’ve focused on a collaboration of Disney Pixar and their release of “The Incredibles II” in 2018. Bacon & Eggs has created a Facebook Native advertisement and a 30 second TV spot to promote this collaboration. The Facebook native ad is a popular form of advertising in 2017, and one that will reach an audience of variable age. This ad is also capable of being adapted to other social media platforms. It has an element of humor in that Jack-Jack, the baby with fire powers, has ordered the hottest sauce that Buffalo Wild Wings has: Blazin’. For the 30 second TV ad, we’ve storyboarded a scene in which the

Incredibles family is arguing over the TV remote for their favored sports games. In solution, the family chooses to go to Buffalo Wild Wings instead.

advertisement features some of the USA Olympic team that Buffalo Wild Wings will sponsor for their time at the Olympic games. Similar to our “The Incredibles” Facebook native ad, this print ad for Sports Illustrated shows the variety available to customers with specific tastes. Next, we’ve storyboarded a minute-long video ad to be placed mainly on YouTube. This ad will focus on our new “Gold Medal” PR event in which 5 lucky Buffalo Wild Wings customers win an all-expense-paid trip for two to see the 2018 Winter Olympics.

This collaboration will appeal to consumers in a few ways. It will attract much of our target audience simply because of the fondness and attachment to the original “The Incredibles” characters. Our target is older, but many of them will still be interested in consuming content about “The Incredibles” because of their fondness for a sequel to a movie that came out when they were children. Many modern family structures will also be able to relate to this animated family structure of conflicting personalities and hardto-please children. This collaboration with “The Incredibles” emphasizes the uniqueness of our brand by showing the variety Buffalo Wild Wings has to offer a larger group of people. Ideally our target will want to do what “The Incredibles” do, and choose Buffalo Wild Wings because of their availability of options. It also ads a bit of fun and silliness to a brand that is largely sports-oriented. The 2018 Olympics Our final “Find Your Seat” segment is one that focuses on a collaboration with the USA 2018 Olympic team. We’ve created a print ad, a minute-long YouTube video advertisement, and a mockup of a Snapchat Discover page. Our print

Lastly for our Olympic segment for the “Find Your Seat” campaign we’ve decided to create a Snapchat Discover page where users can fallow along with Olympic statistics and highlights, and follow along with our “Gold Medal” trip winners for their stays in Pyeongchang. Our Olympic “Find Your Seat” segment will appeal to our consumers because of its sportrelated content. The Olympics are an amazing opportunity for a sports-oriented brand, and one that they have yet to take advantage of. Our intention is to help Olympic fans watch many of their favorite sports at the same time in our restaurants, which is specific to our brand due to the quantity of TVs Buffalo Wild Wings keep running in their restaurants. We’d like our audience to feel compelled to come to Buffalo Wild Wings for their Olympic viewing, and to associate the Olympics with Buffalo Wild Wings. This strategy falls right in line with both Buffalo Wild Wings’ existing brand and also our new campaign. The “Find Your Seat” campaign is one that is not abstract enough to completely alter consumers perspectives about Buffalo Wild Wings, but one that is different enough to give a fresh view and make people reconsider a restaurant they may have forgotten they love.

MEDIA PLAN

Media Plan Our Objectives

as well as having cable television in their households. The Simmons data depicted our target audience as sports fans which plays a significant role in our campaign strategy. The scheduling of “Find YOUR Seat” mainly correlates with major sporting events that occur throughout the year. With this information, we are able to tailor our advertisements specifically to our target audience. Aside from fortifying our current customer base, we aim to expand our audience by distributing our campaign’s advertisements throughout the United States.

The goal of our media plan is to reach our target audience by strategically integrating our new campaign, “Find YOUR Seat,” via varying popularized media vehicles. Above all, our priority is on our customers. Throughout this campaign, we aim to strengthen our relationship with the target audience by emphasizing the importance of the personalization aspect of Buffalo Wild Wings and to encourage the value of community. Our mission is to improve customer experience through the promotion of inclusivity by extending an invitation to every individual to find a seat in any of our restaurants. With the installation of “Find YOUR Seat” we are proposing the unification of our customer base. After performing a thorough analysis regarding the media consumption routines of our target audience, we meticulously structured the campaign in a way that we believe will reach our customers both efficiently and effectively.

Reach & Frequency Goals This campaign will target a national audience. The current target audience is predominantly in the Midwest and Southern regions. “Find YOUR Seat” recognizes the distinct distribution of consumers and aims to not only strengthen the current consumer base in those areas but to expand the consumer audience nationwide. The frequency of advertisements viewed is generally based off what form of media is being utilized. Our audience will typically be consuming traditional media five to seven times a month whereas those who are digesting our digital media will most likely be seeing the advertisements around 10 times. Despite the challenge of reaching a broader audience more frequently, we believe we have designed a plan that will accomplish our goals.

Demographic Target Our primary target market encompasses young adult males between the ages of 24 and 28 who reside in the Midwest region. Generally speaking, our target audience is a part of the middle and upper social class. According to our data collected from Simmons, our target audience used adjectives such as, “adventurous” and “active” to describe themselves. Additional details include being Netflix and Hulu users,

Duration, Timing & Regional Emphasis

then focus on the next major sporting events which occur around the start of summer, the Stanley Cup and the NBA Finals. The final pulse of advertisements will be distributed during the final two months of our campaign. The World Series starts at the end of October and continues into November, which will be the last month of the campaign. In addition to the three main pulses, there will be some form of advertisement continuously installed throughout the year to promote additional minor sports events. We acknowledge that many of our customers are sports aficionados for teams nationwide which is partly why we plan to extend our campaign on a national level instead of emphasizing a specific region.

Our campaign will commence at the start of December 2017 and continue until the end of November in 2018. Our media scheduling strategies include a combination of pulsing and continuity tactics. â&#x20AC;&#x153;Find YOUR Seatâ&#x20AC;? will begin with a period of pulse advertisements. The reason being is because two major sporting events will be taking place within the first two months of 2018: Super Bowl and the Winter Olympics. Succeeding those two events, we will

Campaign Strategy

strategies differ when it comes to particular media vehicles. We decided to emphasize our impact media and digital media in pulses. As our traditional media advertisements, we plan to deliver the ads in a more continuous fashion. The graphs above depict the allocation of our $60 million media budget. We allotted more than half of our budget to traditional media because our target audience specified their significant consumption of television and print ads.

Our overall strategy is to deliver numerous advertisements in three major pulses accompanied by a continuous distribution of ads through the duration of our campaign. Our

Impact Media

released throughout the NBA season. The summer X-Games take place in July, so our team allocated money to cover that event, as well. As for our final impact media, we plan to reveal three different sets of billboards for three different markets. The design of the first billboard will have “Find YOUR Seat” in bolded letters to kick off our campaign. As illustrated above, the first two months of the year outweigh the remaining months regarding impact media. We believe it is most important to highlight those first three events. The Winter Olympics have a significant role in our campaign. By streaming the Olympic games at every Buffalo Wild Wings location, we are creating a space for people to come to watch their favorite sports. “Your seat. Your sport. Your choice.”

Our team selected four major events that will serve as the impact media advertisements. Our impact media plan is using $9.5 million out of our total budget of $60 million. The four events include the Super Bowl, Winter Olympics, X-Games and NBA basketball games. At the start of our campaign there will be a high volume of advertisements that are being distributed. The Super Bowl, Winter Olympics and the X-Games take place within the first few months of our campaign so it is imperative that we hit the ground running and advertise for those events. The next high-impact event are NBA basketball games, which will be strategically

Digital Media Fixed & CPM Cost

ads and video ads. Additionally, as Snapchat continues to gain popularity, we designated nearly $3 million for filters and discover stories. The Snapchat filter will be released on the first day of the Winter Olympics and on the last day. The Snapchat Discover will be installed throughout the duration of the Winter Olympics, Super Bowl, Stanley Cup, NBA Finals and the World Series, which allows our target audience to always keep up with the sporting events. As for the Google SEM, the 10 keywords consist of: chicken wings; beer; Olympics; sports; X-Games; variety; personalization; community; options; accommodations.

Throughout the planning process for this campaign, our team has had to take into account the constant development of new digital media outlets. According to the data we collected from Simmons, our target audience indicated websites they often visited, such as, Yahoo, Facebook, Netflix, Youtube, Pandora and ESPN. Just over $7.5 million was allotted to creating advertisements including banner ads, audio

Traditional Media

NFL Network, USA Network, TBS, HBO and FX. Fifteen percent was appointed to both network television primetime and network television late night. The major network television channels consist of NBC, ABC, CBS and FOX. Our target consumers digest an insignificant amount of radio time resulting in only a small portion of the budget dedicating to radio ads. However, our customer base showed a notable amount of Pandora radio usage. Print advertisements were consumed the least out of the traditional media platforms. A small portion was assigned to national menâ&#x20AC;&#x2122;s magazines in order to reach that small portion of our target audience that still consume print advertisements.

The remainder of the media budget was used to produce and distribute traditional media which ended up amounting to almost $40 million. The highest percent allocation was in the cable television primetime category. The reason behind that decision came from results we collected on Simmons. Our target audience stated they are cable consumers so naturally we had a significant amount of our remaining budget designated for cable. The cable channels worthy of attention, according to Simmons, are

PR/PROMO PLAN

PR/Promotion Plan Stakeholder Analysis

Vendors Food vendors, especially chicken vendors, care about the brand because Buffalo Wild Wings gives them a lot of business: they buy a lot of chicken. Food vendors need Buffalo Wild Wings restaurants to continue selling a lot of chicken so Buffalo Wild Wings will continue giving them business. Food vendors and Buffalo Wild Wings are mutually dependent on each other for success. Food Vendors, primarily chicken vendors, are important to Buffalo Wild Wings because they have the power to raise and lower prices of ingredients, which can affect the prices of Buffalo Wild Wings menu items. Because of this, vendors can even alter Buffalo Wild Wings marketing strategy. For example, when the price of chicken wings increased significantly this summer (2017), Buffalo Wild Wings shifted promotional strategy from half priced wings on Tuesdays to a boneless chicken wing deal, because boneless wings are cheaper for Buffalo Wild Wings to buy.

Consumers Buffalo Wild Wings consumers care about the brand because Buffalo Wild Wings is the place they can go to hang out with friends and family, watch the sports they want to watch, drink the beer they want to drink and eat wings covered in their favorite sauce. Our “Find YOUR Seat” campaign will appeal to them because it emphasizes the personal experience Buffalo Wild Wings has to offer- the personal experience many of them already know and love. Company Shareholders As Buffalo Wild Wings is a publicly traded company, investors play a crucial role in the company. Shareholders care about the brand because their economic success fluctuates simultaneously with the economic success of Buffalo Wild Wings.

Employees The employee/employer relationship is a twoway street, and Buffalo Wild Wings’ success is dependent on a positive relationship. The employees care about the brand because Buffalo Wild Wings is their livelihood, so they depend on us to pay them, value them and treat them fairly. Also, Buffalo Wild Wings depends on their employees because the franchise could not operate or succeed without them.

Corporate Partners Buffalo Wild Wings’ corporate partners care about the brand because when Buffalo Wild Wings does well, they do too. For example, Buffalo Wild Wings’ partnership with the NCAA makes Buffalo Wild Wings the “Official Hangout for NCAA Sports,” which encourages people to hangout at Buffalo Wild Wings, and also encourages people to watch NCAA sports. Similarly, Buffalo Wild Wings’ new partnership with Disney/Pixar will advertise their wings and sauces, but will also advertise for the new Incredibles movie.

They key issues that are important to Buffalo Wild Wings’ publics are food prices, sporting events and food and service quality.

• Price: As Buffalo Wild Wings falls into the middle price range compared to other restaurants, when people come to Buffalo Wild Wings, they don’t want to spend too much money. In our focus group, multiple participants ranked price as their first concern when it comes to eating out. In order to manage their opinion about low prices at Buffalo Wild Wings, we need to constantly advertise and carry out promotional events. This is something we already do by having wing deals on Tuesdays and Thursdays, but we need to emphasize that these keep our prices low.

is the writer covering for Winter Olympics for CBSSports, can help promote our partnership with Winter Olympics. We will send press releases, like the examples we have written, to Conlin War-Heninger and the other sources in our list. * *See Attached Media Contact List

Public Relations Tactics

• Sports: Sporting events are another interest of our consumers, so we need to emphasize in our advertisements and promotions that Buffalo Wild Wings is the place to go to watch sporting events. This is an issue that our new campaign will cover thoroughly by advertising the coverage of the 2018 Winter Olympic Games, a worldwide sporting event.

#myseatBWW Our first tactic is our campaign hashtag: #myseatBWW. This hashtag fits well with our campaign for a number of reasons. First, it emphasizes the idea that each Buffalo Wild Wings customer has their own version of “their seat” at our restaurants- the key concept of our campaign. Also, it encourages people to share their individual experiences at Buffalo Wild Wings on social media, which their friends and family will see. In order to generate further interest in our campaign and our hashtag, Buffalo Wild Wings will share some customers’ social media posts and experiences on our official account; people like to be in the spotlight, and whenever they use our hashtag, they will have the possibility of being featured. By sharing posts, we will also show our audience examples of how

• Food/Service Quality: Finally, an issue that has come up many times on Buffalo Wild Wings social media is that our restaurants sometimes lack food quality or customer service. In order to address this, we need to make sure that food and service quality is not overshadowed by sports. One way Buffalo Wild Wings currently addresses this is by responding promptly to complaints shared on social media and sending a link to the Buffalo Wild Wings contact page, encouraging them to explain the problem.

Media Relations Strategy We will direct attention towards outlets that our target audiences often visit. According to Simmons, outlets such as Sports Illustrated, ESPN, CBSSports generate large traffic. We will create events related to food and/or sports to make these media contacts interested in covering our event, and we will encourage media to cover these events by sending out press releases. For example, Conlin War-Heninger, who

other customers have personalized their Buffalo Wild Wings experiences. This tactic is free, so it will be no cost to us.

from around the world. Part of the sponsorship will include Buffalo Wild Wings following athletes on their olympic journeys with videos that will be shared on Buffalo Wild Wings’ social media accounts. The videos will highlight personal stories of different American athletes, showing that each person is unique and faces different challenges and achievements in life. This emphasis on people’s unique characteristics and qualities fits with the “Find YOUR Seat” campaign, which encourages customers to make Buffalo Wild Wings their perfect, personal version of the restaurant. In the videos, each athlete will also share which sauce at Buffalo Wild Wings is their favorite.

Bitmoji Outfit Another tactic of our campaign will be the launch of a Bitmoji outfit with the Buffalo Wild Wings logo on the shirt and hat. The whole concept of Bitmoji is that each person can personalize their Bitmoji character to be exactly like them, so this fits well within our Find Your Seat campaign; you can personalize your Bitmoji, just like you can personalize your Buffalo Wild Wings experience. After we create the outfit, Bitmoji users will be able to send snapchats and texts that will feature our logo. This way, their friends and social networks will see the Buffalo Wild Wings logo in their everyday lives, reinforcing our presence. While it will cost about $38,500 to get the Buffalo Wild Wings logo featured on a Bitmoji outfit, the attention that it will bring to Buffalo Wild Wings restaurants and the Find Your Seat campaign will lead to a high return on investment; after it exists, people will spread it around for free, similarly to social media. Buffalo Wild Wings will announce the creation of the new Bitmoji outfit on their social media platforms, such as Facebook, Instagram and Twitter.

The sponsorship will provide several products for American athletes in PyeongChang, such as team training and leisure facilities. It will also help to feed the athletes and their visitors, and it will allow us to feature Team USA athletes and Olympic content in our marketing and advertisements. We estimate the budget for this sponsorship will be about $10 million, but it should have a high return on investment, because it fits seamlessly into our campaign and encourages customers to go to Buffalo Wild Wings to watch the Olympics.

Team USA Olympic Sponsorship* Our final public relations tactic will be Buffalo Wild Wings’ sponsorship of the United States 2018 Winter Olympics teams and athletes in PyeongChang, South Korea. This sponsorship will strengthen Buffalo Wild Wings’ relationship with the Winter Olympics, a crucial part of our new short-term campaign. Not only will Buffalo Wild Wings encourage consumers in our restaurants to get together and watch the games with our Find Your Seat campaign, but Buffalo Wild Wings will also be present in South Korea, supporting our athletes as they compete against competitors

*See Press Release

Promotional Activities Punch Card Our punch card promotional activity will take place over the entire span of the 2018 Winter Olympics. Starting on February 9th when the games commence, Buffalo Wild Wings customers will be

given an “Official Olympic Training Card.” The training card tracks customers’ “progress to the Olympics,” meaning it tracks how frequently they visit Buffalo Wild Wings restaurants throughout the course of the Olympics. After receiving their card, customers can have it punched by a Buffalo Wild Wings staff member, using a custom hole punch in the shape of a Buffalo Wild Wings logo, each time they come to Buffalo Wild Wings during the games. Once a customer visits the restaurant six times, achieving “Gold Medal” status, they will win a snack-size boneless wings, with one sauce of their choice. On the back side of the card, there is an “Athlete Information” section, where participants can write their names and the sport that they would dream to participate in at the Olympics. The back of the card also has a space for participants to write in

Medal” idea, which is a surprise promotional event that will take place at five Buffalo Wild Wings restaurants across the country on January 1st, 2018 (the day of college football bowl games). This event will surprise Buffalo Wild Wings customers and employees with an announcement, saying that under one seat in each of the five restaurants, someone will find a “gold medal” under their chair, making them a winner. Each winner will be invited to take an all-expense-paid trip to PyeongChang, South Korea in February to watch a Winter Olympic event of their choice. Each person who finds a gold medal will be allowed to invite a guest to join them, making a total of 10 winners. This promotional event fits with our new campaign in two ways: first, it allows winners to choose whatever event they want to see, highlighting

their favorite sauce, which they can order if they achieve gold medal status. By including these things on the back of the card, this promotional activity adheres to the personalisation idea of the “Find YOUR Seat” campaign. It will cost Buffalo Wild Wings about $31,000 to print 1,300,000 punch cards, which is enough for each Buffalo Wild Wings restaurant in the United States to have 1,000. The promotion will likely encourage enough customers to come to the restaurants multiple times throughout the Olympics cover this cost; this should result in more business that there would be without the promotion, and this will bring us a high return on investment.

the personalization of Buffalo Wild Wings, and the key concept of our campaign. Second, it generates interest in the Winter Olympics, which is another important part of our campaign. At each restaurant where a gold medal is hidden, there will be hidden cameras throughout the restaurant, capturing the search for the ticket and the excitement that will come when a ticket is found. The footage from these cameras will be used to make a heartwarming commercial that will be used for marketing. We expect that this video will be shared a lot on social media and could go viral, because people often share joyful videos like this- videos that show genuine joy and surprise. We will also share videos on YouTube that follow the journeys of the winners;

Gold Medal* Our second promotional event is the “Gold

this way, their friends, family and people that have seen the commercial will be able to witness their once-in-a-lifetime experiences. This marketing technique will keep people interested in the Winter Olympics and see individual experiences there.

aligning with our short-term campaign and partnership with The Incredibles. The trivia will feature questions relating to Disney movies, old and new. This trivia will draw attention to the release of the Incredibles 2 movie, which comes out on June 18th. This trivia category will be available at Buffalo Wild Wings restaurants from May 20th to July 15th.

The total budget for winners of this event will be $40,000, alloting $4,000 for each winner. This cost will cover their plane tickets, lodging, food and event tickets. Another $10,000 will be added to this budget in order to sponsor the Buffalo Wild Wings camera operators and social media directors that will follow the winnersâ&#x20AC;&#x2122; journeys in PyeongChang. Although it is expensive to sponsor trips across the world, we feel that this promotional event will generate enough buzz for the Winter Olympics that it will still have a high return on investment. It is crucial for us to build interest in the Winter Olympics, since we plan to be the place to go to watch the 2018 Olympics.

PR/Promotions Budget Bitmoji Outfit: $38,500 Team USA Olympic Sponsorship: $10 million Punch Card: $31,000 Gold Medal: $50,000 Total: $10,119,5000

*See Press Release

Media Kit: Press Releases

New Trivia Our final promotional tactic is the introduction of two additional trivia categories to the existing trivia options at Buffalo Wild Wings restaurants. We will build interest in the new trivia categories across Buffalo Wild Wings social media platforms before they are launched. The first category is Winter Sport Trivia, which aligns closely with the Team USA Olympic sponsorship and our short-term Olympic campaign. The trivia will feature questions relating to the sports included in the Winter Olympics, the athletes involved and the history of the Winter Olympics. We anticipate the trivia will boost customersâ&#x20AC;&#x2122; interest in the Winter Olympics, which will lead them to return to Buffalo Wild Wings over the course of the games; this also relates well with our punch card promotional event. The new trivia will launch on February 1st, before the Olympics begin, and will end on February 25th, after the Olympic closing ceremony. Our second new category is Disney Trivia,

List of relevant Media Contacts • Sports Illustrated: Andy Staples, food writer • ESPN: David Jacoby, Commentator/Senior Producer, Food news podcast host, @djacoby • CBSSports: Colin Ward-Henninger, sports editor on Olympics, @ColinCBSSports • FoxSports: Erin Andrews, sideline reporter for Fox NFL, @ErinAndrews • GameSpot: Chris Pereira, news editor, chris. pereira@gamespot.com • LATimes: Amy Scattergood, food editor, amy. scattergood@latimes.com, @AmyScattergood • The New York Times: Sam Sifton, food editor, @SamSifton • Buzzfeed: Emily Fleischaker, food editor, @ emofly • Comedy Central: Aileen Budow, Senior Vice President, Communications, aileen.budow@ cc.com • Esquire Network: Aaron Goldfard, food writer, @aarongoldfarb • MSNBC: Rachel Maddow, news host, @maddow •NBA TV, Vince Cellini, host for NBA TV’s GameTime, @vince_cellini

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https://www.thestreet.com/slideshow/14030440/1/buffalo-wild-wings-is-dealing-with-3-big-problems. html

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https://www.foodnewsfeed.com/fsr/chain-restaurants/courting-millennials-was-mistake-applebee-s-could nt-afford “Wings. Beer. Sports.” Buffalo Wild Wings®, www.buffalowildwings.com/.

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