SCVNGR Case Study

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

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  • Buffalo Wild Wings
  • SCVNGR Case Study

    1. 1. Case StudyBuffalo Wild Wings<br />Follow us on Twitter @theLBMA<br />www.thelbma.com<br />June 2011 | Slide 1 of 5 <br />
    2. 2. About Buffalo Wild Wings (BWW)<br /><ul><li> Offers wings, beers and sports at their 730 location throughout the US.
    3. 3. Experiences majority of its business during peak sporting seasons, in particular March Madness.</li></ul>June 2011 | Slide 2 of 5 <br />
    4. 4. Campaign OVERVIEW<br /><ul><li> SCVNGR set up games that can be played by BWW patrons where they will receive points and be rewarded.
    5. 5. Turned watching a game into a game itself.
    6. 6. Aimed to build awareness and focus on consumer and brand goals.</li></ul>June 2011 | Slide 3 of 5 <br />
    7. 7. How it worked<br />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.<br />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.<br />BWW took it further to allow the users to create their own adventures and challenges. <br />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. <br />June 2011 | Slide 4 of 5 <br />
    8. 8. Campaign Results<br />Campaign Length: 12 week period over March Madness<br />Number of participants: 184,000 at <br /> various BWW locations<br />* 1 in 3 users returned to play again.<br />Challenges Generated: 20 000+ of <br /> which 15 000 were approved<br />Social Impressions: 100 million via Facebook and Twitter<br />Brand Engagement: On average, a player spent 90 seconds per challenge= 3.6 years <br />June 2011 | Slide 5 of 5 <br />

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