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Monday, June 15, 2015

Buffalo Wild Wings’ “Walk Off A Winner” Promo Hits It Out of the Park


We don’t mean to brag, but Source’s “Walk Off A Winner” promotion with Buffalo Wild Wings was basically a 21st century advertising agency’s dream.

In a 6-week campaign that perfectly married in-store and digital advertising along with our New York Yankees partnership, we were able to drive repeat visits and leverage our sports fans in a fresh way.

Our promo first engaged with customers at the most basic level—on the restaurant table. Source created 48,000 mini Yankees jerseys that let players activate the game via a scannable QR code. Instant winners scored Buffalo Wild Wings food offers and Yankees game tickets. And just for playing, each customer was automatically entered into the Grand Prize drawing with the chance to win VIP Yankees experiences including Batting Practice viewings and Suite tickets for select games.

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Source even made sure that we built in some added value to really get the crowd going. For Buffalo Wild Wings, that meant that customers had to spend at least $15 at a BWW restaurant before completing the scratch-off game.

The promotion generated over 100,000 plays, with 20,000 of those being repeat visits. Talk about a home run!