SCVNGR Case Study
 

SCVNGR Case Study

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SCVNGR teamed up with Buffalo Wild Wing to turn watching games in games themselves.

SCVNGR teamed up with Buffalo Wild Wing to turn watching games in games themselves.

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  • Buffalo Wild Wings

SCVNGR Case Study SCVNGR Case Study Presentation Transcript

  • Case StudyBuffalo Wild Wings
    Follow us on Twitter @theLBMA
    www.thelbma.com
    June 2011 | Slide 1 of 5
  • About Buffalo Wild Wings (BWW)
    • Offers wings, beers and sports at their 730 location throughout the US.
    • Experiences majority of its business during peak sporting seasons, in particular March Madness.
    June 2011 | Slide 2 of 5
  • Campaign OVERVIEW
    • SCVNGR set up games that can be played by BWW patrons where they will receive points and be rewarded.
    • Turned watching a game into a game itself.
    • Aimed to build awareness and focus on consumer and brand goals.
    June 2011 | Slide 3 of 5
  • How it worked
    SCVNGR and BWW set up three challenges that patrons could play to win points. For example, take a picture of the sauciest wing in the basket.
    Users were rewarded points and could redeem them in real time. If they were feeling parched, they simply had to play a game to gain 3 points for a free Coca Cola.
    BWW took it further to allow the users to create their own adventures and challenges.
    All of the photos and statistics were uploaded to the SCVNGR network (as well as Facebook and Twitter) where there was a leadership board identifying the top players.
    June 2011 | Slide 4 of 5
  • Campaign Results
    Campaign Length: 12 week period over March Madness
    Number of participants: 184,000 at
    various BWW locations
    * 1 in 3 users returned to play again.
    Challenges Generated: 20 000+ of
    which 15 000 were approved
    Social Impressions: 100 million via Facebook and Twitter
    Brand Engagement: On average, a player spent 90 seconds per challenge= 3.6 years
    June 2011 | Slide 5 of 5