Buffalo Wild Wings needed to expand their reach. Based off market research, we concluded that this campaign will target 18-30 year-olds — recruiting consumers who are sports fans, “friend families” (groups of young adults who go out with friends that they view as part of their “family”) and young parents with children who play sports. With our slogan, “Play with friends, not food,” consumers will be encouraged to dine in Buffalo Wild Wings with their ‘team,’ whether it’s a casual night out with the family or a weekend kick-off with college friends. Part of this strategy includes incorporating BDubs mobile app games and interactive gaming booths at the restaurant where customers can play games with one another while they eat.
