The document contains creative materials for a marketing campaign promoting Buffalo Wild Wings, including events, press releases, radio scripts, and a TV script that portray Buffalo Wild Wings as a fun place to watch sports and compete over wings with friends. The campaign aims to increase awareness of Buffalo Wild Wings and drive traffic through events featuring food and drink deals, games, and celebrity appearances that appeal to a target audience of young, social sports fans.

1. c r b i = v l r R = c r k
C A R S O N W I L L I A M S
G A B R I E L B R O W N
L A U R E N H A L L
T A Y L O R M O O R E
P A I G E B A H A M

2. q^_ib=lc=`lkqbkqp
Secondary Research Summary
Primary Research Summary
Executive Summary
Target Audience
Creative Brief
Creative Strategy
Media Plan
Tv Script And Storyboard
Radio Script
Magazine Ad
Outdoor Ad
Digital Banner Ads
PR Overview
Events
Press Release
Media Advisory
Social Media Overview
Social Media
Below The Line Overview
Media Calendar & Budget
Measurement & Evaluation

4. Lisa grew up playing basketball and softball in school. While she is not a super sports fan, she still enjoys
watching games from time to time and cheering on local teams, like Orlando City, the Magic, and UCF. Her
parents are UCF alumni and her brother is a current student, so they frequently visit during football season. When
they come down, she is always searching for affordable deals at restaurants that everyone will like.
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Lisa will always choose quality over convenience, but she still likes to save a dollar when she can. After work, she
typically will eat at Chili’s, Miller’s Ale House, or wherever there’s a good deal on the day she’s trying to go. She
enjoys the sports bar atmosphere and is always down to have a couple beers. And when she’s not eating out, she’s
taking advantage of BOGO deals at Publix.
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Lisa enjoys hanging out with her friends and being active in her spare time. She goes on runs in the mornings and
participates in yoga with her sister on the weekends. When she’s not on-the-go, she’s watching old sitcoms, “The
Bachelor”, “The Biggest Loser”, and HGTV. Her dream is to flip houses someday, because she’s handy around the
house and has an eye for design.
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A social media butterfly, Lisa is active on Facebook, Instagram, Pinterest and Tinder. She uses Facebook and
Instagram to keep up with friends and Pinterest for DIY project inspiration. Tinder is a recent development for
her. She has had a couple of serious boyfriends in the past, but right now she just wants to meet people and have
fun.
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jbbq=ifp^==
Lisa is a 29-year-old real estate agent who has made a name for
herself in the Central Florida area. She is a college graduate from
UCF and lives in an apartment in East Orlando. Friendly yet
competitive, she is a force to be reckoned with.

5. mr_if`=Rbi^qflkp=lsbRsfbt=
lsbRsfbtW=
Build awareness that Buffalo Wild Wings is the ultimate place to get together with friends, watch
sports, drink beer and eat wings.
To increase traffic and sales within each Buffalo Wild Wings location.
dl^ipW==
Increase awareness of Buffalo Wild Wings within the target demographic.
Increase traffic by 150% on event days.
Increase sales by 50% on event days.
pqR^qbdfbpW=
Bring out the competitive side in the consumer with games and prizes.
Provide a fun place for friends to get together with drink specials.
Create an emotional appeal with ties to charity.
Drive traffic to the restaurant with free wing promotion.
q^Rdbq=^rafbk`bW=
Young professional women who are still interested in having a good time, and have a competitive
side. They like sports, but wouldn’t think of Buffalo Wild Wings as their first choice when deciding
where to eat with friends.
q^Rdbq=jbaf^W=
Since the campaign is local, we will focus on pitching Orlando area publications, radio talk shows,
and television stations. Our target audience is younger, so we will focus on getting the content
shared across their social media platforms as well.
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Orlando Weekly
Orlando Magazine
Central Florida Lifestyle
Edible Orlando
= J=R^afl=q^ih=peltp=
XL 106.7
Power 95.3
Mix 105.1
= J=qbibsfpflk=pq^qflkp==
WESH
WFTV
News 6
News 13

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This event will take place only one time during the year. It is a charitable event in partnership with
The Boys and Girls Club of Central Florida. Anyone who visits a Buffalo Wild Wings restaurant on
November 2 will receive a free snack size of boneless or traditional wings. All other food proceeds
will be donated to the Boys and Girls Club. At 8 p.m. on the night of the event, each location will
host a Trivia competition with gift card prizes for the first, second and third place teams. The entry
fee is $5 per team.
The Fuel Your Heart event is newsworthy because of the opportunity to get free wings and donate to
a good cause. We expect this event to have the same emphasis as free pancake day at Ihop. It will
increase traffic in all locations, and raise awareness of Buffalo Wild Wing’s charitable mission. The
trivia component fits with our overall campaign message of having fun and promoting competition.
It will be pitched to the media through press releases.
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This event will take place two times during the year, once over the summer, and once during
college football season. It is a block party event held in the Buffalo Wild Wings parking lot at the
UCF location. Attendance is free, however, outside food and drink will not be permitted. Event
attendees will be encouraged to bring lawn chairs and bathing suits. There will be tournaments
with prizes for beer pong, corn hole, and other games. Beer carts will be set up outside with drink
specials, and waitresses will walk around to take orders for food. Johnny Magic from XL 106.7 will
DJ and Paige from WWE will interact with fans.
The Fuel Your Competition event is newsworthy because of its well known celebrity appearances.
The event will increase traffic and sales at the University location, and most importantly increase
overall awareness of Buffalo Wild Wing’s fun atmosphere. The beer pong and other competitions fit
with our overall campaign message of having fun and promoting competition. It will be pitched to
the media through press releases and media advisories.
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Every Tuesday the restaurants will hold a trivia night. There will be free meal coupons for the
winning teams. There will also be enticing drink specials throughout the hours of the competition.
The trivia night is designed to increase sales and traffic at each Buffalo Wild Wings location on a
weekly basis. This event will spread through word-of-mouth and by promotion on our social media
channels.

7. kÉïë=RÉäÉ~ëÉ=
For Immediate Release
For more information,
Contact Lauren Hall
(407) 365-7879
Lauren_Hall@knights.ucf.edu
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ORLANDO, Fla. (Oct. 1, 2017) On Nov. 2, Buffalo Wild Wings will host a charitable event at all of
its Central Florida locations. The event, titled Fuel Your Heart, will raise money for the Boys and
Girls Club of Central Florida. All attendees will receive a free snack size of boneless or traditional
wings, and all other proceeds will be donated to Boy and Girls Club.
Through its charitable mission TEAM UP FOR KIDS™, Buffalo Wild Wings and Boys and Girls Club
of America work together to bring team sports into the lives of kids who need it most. “It’s an honor
for us to partner with Boys and Girls Club of America,” said Orlando area franchise owner Andrew
Gross. “Sports are a great way for kids to learn the importance of teamwork and dedication.
Anything we can do to encourage children to be active is a win in our books.”
The free wings promotion will take place throughout the entire day, however the night of the event
will feature a special trivia competition. The competition will begin at 8 p.m. and each team must
pay a $5 entry fee. Each member of the first place team will receive a $50 Buffalo Wild Wings gift
card. The second place team members will each receive a $25 gift card and the third place team
members will each receive a $10 gift card. In addition to trivia, the Buffalo Wild Wings mascot
Blazin Bill will hand out free Buffalo Wild Wings merchandise and take pictures with fans.
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For more than 100 years, Boys & Girls Clubs of America (dêÉ~ícìíìêÉëKçêÖ) has enabled young
people most in need to achieve great futures as productive, caring, responsible citizens. Today,
more than 4,100 Clubs serve nearly 4 million young people annually through Club membership
and community outreach. They provide a safe place, caring adult mentors, fun, friendship, and
high-impact youth development programs on a daily basis during critical non-school hours. Priority
programs emphasize academic success, good character and citizenship, and healthy lifestyles. In a
Harris Survey of alumni, 54 percent said the Club saved their lives. National headquarters are
located in Atlanta. Learn more at ÜííéWLLïïïKÄÖÅ~KçêÖLÑ~ÅÉÄççâ and ÜííéWLLÄÖÅ~KçêÖLíïáííÉê.
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Buffalo Wild Wings, Inc., founded in 1982, is a restaurant known for its 21 mouth-watering
signature sauces and New York-style chicken wings. Guests enjoy a welcoming neighborhood
atmosphere that includes an extensive multi-media system for watching their favorite sporting
events. Buffalo Wild Wings is the recipient of hundreds of "Best Wings" and "Best Sports Bar"
awards from across the country. There are currently more than 1,130 Buffalo Wild Wings locations.
Though its charitable mission TEAM UP FOR KIDS™, Buffalo Wild Wings has teamed with Boys &
Girls Club of America (BGCA) to help thousands of kids play on sports teams each year. With your
help, Buffalo Wild Wings has committed to donating and raising $15 million for BGCA by 2018. To
learn more visit ïïïKÄìÑÑ~äçïáäÇïáåÖëKÅçãLÖáîáåÖK
###

8. jÉÇá~=^Çîáëçêó=
For immediate release
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The University of Central Florida Buffalo Wild Wings location will hold a parking lot block party
event called “Fuel your Competition,” featuring Paige from World Wrestling Entertainment (WWE).
The event will include beer pong and corn hole competitions with giftcard prizes for first, second
and third place. Outside beer carts will feature drink specials and waitresses will walk around to
take food orders. Attendees are encouraged to bring chairs, bathing suits and a desire to have fun.
Admission is free, however outside food and beverage is not permitted.
tebkW
Saturday, June 11, 2016 - 11:30 a.m. - 5 p.m.
tebRbW=
Buffalo Wild Wings
11400 University Blvd.
Orlando, Fla. 32817
telW==
Buffalo Wild Wings, founded in 1982, is a restaurant known for its 21 mouth-watering signature
sauces and New York-style chicken wings. Guests enjoy a welcoming neighborhood atmosphere that
includes an extensive multi-media system for watching their favorite sporting events. Buffalo Wild
Wings is the recipient of hundreds of "Best Wings" and "Best Sports Bar" awards from across the
country. There are currently more than 1,130 Buffalo Wild Wings locations.
sfpr^ipW==
During the block party you’ll see:
• The Buffalo Wild Wings parking lot converted to a block party with outdoor seating
• Paige from WWE interacting and partying with fans.
• Beer pong and corn hole teams getting competitive to win prizes.
• Friends sitting around in their lawn chairs, laughing and enjoying their weekend.
• The Buffalo Wild Wings Mascot, Blazin Bill, handing out merchandise and taking pictures with
fans.
• Beer carts with drink specials and waitresses bringing food out to happy party-goers.
jbaf^=`lkq^`q= Lauren Hall
Buffalo Wild Wings Public Relations Department
Email: Lauren_hall@knights.ucf.edu Phone: (407) 304-7560
###

9. `ifbkq: Buffalo Wild Wings = a^qbW 3/29/16
abp`: :60 Radio “Lets Get Ready to Rumble”
SFX:
SPORTS ANNCR 1:
SFX:
SPORTS ANNCR 1:
SPORTS ANNCR 2:
SPORTS ANNCR 1:
SFX:
REGULAR ANNCR:
Background noises of people in a Buffalo Wild Wings
location.
LET’S GET READY TO RUMMMMMBLEEE.
Good evening and welcome to tonight’s match that is
sure to be classic. In the red chair, weighing in at none
of your business, Miss Sara Saucie!
And on the table, weighing in at 11 ounces, 17-time
world Flavorweight champion, Buffalo – The Wild Wing
– Menuuuu.
Bell rings to start the match
Oh man this is going to be a good one- you can hear
how fired up the crowd is already.
Yeah I’m sure this one will come down to the wire.
Saucie is known for choosing the signature honey BQQ
wings. But can she make the choice she needs?
Ohhh! Afraid not Tom. Saucie just got slammed with
menu variety. With over 20 different wing flavors, both
traditional and boneless, as well as burgers and salads,
how could she pick just one?
Music under ANNCR
Buffalo Wild Wings: Fuel Your Fun
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10. `ifbkq: Buffalo Wild Wings = a^qbW 3/29/16
abp`: :60 Radio “Flag On The Play” spot
SFX:
SPORTS ANNCR:
WAITER:
SPORTS ANNCR:
SFX:
ANNCR:
Background noises of people in a Buffalo Wild Wings
location.
It’s a close game here tonight at Buffalo Wild Wings.
It’s our home team – the menu – versus away opponent
Sara Saucie, and at this point, it’s pretty neck and
neck.
Will Saucie fall back to her old favorite – honey BBQ
wings? Or will she spice things up on a trick play?
Its getting down to the wire as the waitress approaches
the table.
She calls out for the blazin’ hot wings. The crowd is on
their feet! Nobody saw this coming. How will the home
team react to this one?
“So do you want those boneless or traditional?”
Oh no. Saucie is speechless. The crowd is stunned. No
one was expecting that. Wait, what’s that?
There’s a flag on the play. Delay of order. And just like
that it’s over.
She’s gonna feel that loss in the morning.
Music under ANNCR
Buffalo Wild Wings: Fuel Your Fun
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11. `ifbkq: Buffalo Wild Wings = a^qbW 3/29/16
abp`: :60 TV “Team Mild vs Team Spicy” spot
Image of Buffalo Wild Wings from the outside (like a
stadium shot)
Same image of the outside, just zooming in to get
closer to the building
Show two teams sitting inside at their tables. Focus
on first team.
Focus on Second team.
Close up shot of the championship trophy.
Shows food being delivered eaten.
Close up on mouth of wings being eaten.
Team Spicy pouring sauce on the other team’s wings.
People from Team Mild screaming.
Team mild throwing their wings at the other team,
hitting someone in the eye and knocking them out.
Slow-Mo replay of wing hitting the eye.
Wings flying through the room. Casters having to
duck to dodge a wing bone.
Fade to LOGO
VO: Good evening ladies and gentleman, we’re here at
Buffalo Wild Wings tonight for the big game.
VO: You can feel the electricity in the air tonight Tom.
VO: Sure can Brett. There’s been a lot of trash talk
between these two teams.
VO: No kidding. Both teams are hungry for a victory.
VO: But only one team can be crowned the flavorweight
champions. Will it be team mild? Or team spicy?
VO: We’ll have to see Tom as the Wingoff is now
underway ad these tow teams are already fighting
tooth….
VO: And nail.
VO: Ohhh! Team spicy slipped some Blazin’ sauce onto
Team Mild’s wings.
VO: That’s a lot of screaming Tom!
VO: You bet Brett. Team Mild is not having it. They’ve
began to fight back by throwing bones at their
opponents. Ohh right in the eyes!
VO: How did the officials miss that one? That was a
clear foul that went unnoticed.
VO: That’s what its all about Brett. Now this is what I
call a game. Watch out!
VO: Buffalo Wild Wings – Fuel Your Fun
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`ifbkq: Buffalo Wild Wings = a^qbW 3/29/16
abp`: :30 TV “March Madness” spot
Two men standing talking to each other, dressed. One
is dressed in a jersey while the other is dressed in a
suit. Close up of Brett.
Pans out to show both men, though Tom (who was in
the suit) is now dressed in green St. Patty’s day
attire.
Brett looks confused and it pans back to him talking
about what he’s saying.
Pans back out to show Tom dressed as the sun and
changing an alarm clock.
Shows Brett again explaining what he was talking
about. Then he stops and looks confused at Tom.
Tom is dressed up as a giant bunny (to signify Easter)
Brett looks to the side with a feeling of giving up.
Fade to LOGO with “March Madness” written on
screen as well
VO: March is finally here. Are you excited about the
upcoming event Tom?
VO: Sure am Brett. I’ve really been practicing my Irish
accent.
VO: Uh I was actually talking about that giant event
that starts in March and lasts for over a month.
VO: Oh that’s right. Thanks for reminding me. Almost
forgot to set my clock forward.
VO: Tom…I’m talking about March Madness. It’s the
biggest sporting event BWW has to offer for its sports
fans. Are…. You dressed as a bunny?
VO: Does this costume make my ears look big?
VO: right….
VO: Buffalo Wild Wings – Fuel Your Fun

13. pl`f^i=jbaf^=lsbRsfbt=
With more than 12 million likes on Facebook, and 663 thousand followers on Twitter, we
believe Buffalo Wild Wings already has a strong online presence. However, we feel BWW social
media is lacking a local connection to its customers. We propose to create specific Central
Florida BWW social media pages, with content that is more relevant to the area.
We have also evaluated the BWW app, B-Dubs. The app, while well designed, is lacking key
functionality that drives sales and encourages customer loyalty. The app currently features a
store locator and an online menu. The online ordering feature is hidden until you choose a store
location. We propose adding an “Order” button at the bottom of the app to increase mobile
ordering visibility. In addition, we would add a “My Stats” button to keep track of customers
trivia scores. Once a customer logs in with their email and password, they will have access to
all of their past trivia records. This will also provide us with a way to collect loyal customer’s
email addresses.
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• Page Title: Buffalo Wild Wings Central Florida
• Profile Picture: BWW Logo
• Cover Photo: University of Central Florida (UCF) Fans at a local BWW
• Posts would vary to cover different aspects of Central Florida such as theme parks, beaches,
UCF, and more.
• Posts would also promote Trivia Nights, Fuel Your Heart and Fuel Your Competition.
• One post per week will be sponsored. Each post will reach around 30,000 members of our
target audience.
qtfqqbR=
• Twitter handle: @BWWingsCFL
• Profile photo and header photo will follow the same format as Facebook
• Posts would contain the hashtags #BWWingsCFL
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• Username: @BWWingsCFL
• Profile photo will be the BWW Logo
• Posts will have an emphasis on showcasing the actual food and drink items.
• Posts will also promote events such as the Fuel Your Competition Block Party
• Contests will be held
pk^m`e^q=
• Username: @BWWingsCFL
• Snaps will feature a bartender showing customers how to make signature Buffalo Wild Wings
cocktails
• Posts will also showcase people getting intensely competitive in Tuesday Night Trivia

14. bub`rqfsb=prjj^Rv=
Buffalo Wild Wings, founded in 1982, is a restaurant known for its 21 mouth-watering signature
sauces and New York-style chicken wings. Guests enjoy a welcoming neighborhood atmosphere that
includes an extensive multi-media system for watching their favorite sporting events. Buffalo Wild
Wings is the recipient of hundreds of "Best Wings" and "Best Sports Bar" awards from across the
country. There are currently more than 1,130 Buffalo Wild Wings locations.
Buffalo Wild Wings has tasked DYNAMIK with the challenge of creating awareness of these values in
the Central Florida area, all while bringing additional revenue to the brand. The brand has a loyal
customer base of male sports fans, but DYNAMIK sees promise in reaching those who have been
previously underserved in its promotional efforts. After extensive research and consideration,
DYNAMIK is proposing an integrated marketing campaign targeted to women who love sports bars but
don’t consider Buffalo Wild Wings as their first choice for a fun night out. Our goal is to position
Buffalo Wild Wings as the ultimate place to get together with friends, watch sports, drink beer and eat
wings.
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• Increase sales within each Buffalo Wild Wings location in Central Florida area by 15%
• Increase foot traffic within each Buffalo Wild Wings location in Central Florida area by 15%
• Build awareness that Buffalo Wild Wings is the ultimate place to get together with friends, watch
sports, drink beer and eat wings
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Insight: Women don’t consider Buffalo Wild Wings as a restaurant option because it’s typically
marketed to men.
Our campaign targets older Millennial women ages 26 to 32 who are fun loving and competitive.
Together with Buffalo Wild Wings, we will embark on a year long integrated marketing campaign that
emphasizes all that Buffalo Wild Wings has to offer our target audience: food, drinks, entertainment,
events and charity efforts.
We will use advertising, public relations, social media, events and guerrilla marketing to drive sales
and create buzz around the brand.

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Women typically do not consider restaurants that are marketed toward men.
q^phW=
We want to convince our target consumer Lisa that going to Buffalo Wild Wings is a guarantee that
she will have a good time. Whether she’s entertaining her family for UCF game day or needing a drink
after a long day at work, she can always count on Buffalo Wild Wings to have what she needs.
`^jm^fdkW=
“Fuel Your Fun” is a year-long campaign that positions Buffalo Wild Wings as the ultimate place to
get together with friends, watch sports, drink beer and eat wings. Funny, energetic, and bold, we will
be using the theme of competition as a running thread throughout this campaign.
Never one to turn down a beer with a friend, our target consumer Lisa is lively, extroverted and
ambitious. She appreciates sports, having spent much of her childhood going from basketball practice
to softball practice. But her real reason for going to sports bars is the festive atmosphere. Lisa loves
the energy that comes with trivia happy hours and Monday Night Football, so she is the perfect
customer for Buffalo Wild Wings. However, Buffalo Wild Wings is not her first choice in restaurants,
because the brand has traditionally been marketed to men.
bub`rqflkW=
This campaign stays true to Buffalo Wild Wings’ conversational and irreverent brand voice to get its
message across. In our effort to target women, we were very careful not to steer away from the core of
the business, which is “Wings. Beer. Sports.” We didn’t want to alienate current customers or stray
from what has made the restaurant popular. Therefore, the campaign highlights different aspects of
the restaurant experience, including ones that are not typically shown in its advertising. By using
well-known sports phrases in an announcer voice, we are able to stay true to the brand, and still relate
to our target audience’s competitive and fun-loving nature.
==

17. jbaf^=mi^k=^ka=grpqfcf`^qflkp=
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Our target consumer enjoys watching TV after coming home from a long work day. As an audio/visual
advertising medium, we have chosen this platform to show humorous situations that happen in the
restaurant. Ads will be aired Monday through Friday during prime time (8 p.m. to 11:00 p.m.), as well
as Saturday and Sunday during early fringe hours (4:30 p.m. to 7:30 p.m.) Each spot will broadcast
in the Orlando-Daytona Beach-Melbourne DMA. Local affiliate channels to be utilized include WFTV,
WESH and WKMG.
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Our target consumer spends multiple hours driving each week. Radio as a medium allows us to reach
a specific demographic during peak listening hours. Ads will be aired Monday through Friday during
morning drive (6 a.m. to 10 a.m.) and afternoon drive (3 p.m. to 7 p.m.). Each spot will be 60
seconds and broadcast in the Orlando-Kissimmee-Sanford MSA. Local stations to be utilized include
XL 106.7, Mix 105.1 and Magic 107.7. These are top 40 and adult contemporary stations that will
reach our target audience of older Millennial women.
lrqallR=
Since our target consumer travels for work often, there is potential for great visibility of billboards
along major transit routes. Ads will be placed in customized locations, such as I-4, SR 408, Florida
Turnpike, and high-traffic roads, like E. Colonial, that are in close proximity to Buffalo Wild Wings
restaurants.
afdfq^i=
Our target consumer is extremely tech savvy and uses web browsing in her daily routine. Banner ads
will be featured on websites likely to be visited frequently. This medium will help build brand
awareness and drive further interest. By clicking on the banner, the consumer will be directed to the
landing page where more information about locations and trivia night can be conveniently accessed.
j^d^wfkb=
Our target consumer enjoys the leisure of reading local magazines in the morning before work to keep
up with her neighborhood. By using magazines as a medium, content can appeal to a large group of
people within a particular area. Ads will be represented as full page, full color print in local Central
Florida publications such as Orlando Weekly and Orlando Magazine.

18. `Rb^qfsb=_Rfbc=
`Rb^qfsb=pqR^qbdv=pq^qbjbkq=
Ads will target women who are competitive and fun but think that Buffalo Wild Wings is only for guys
who religiously watch sports. A humorous depiction of the brand as a place for entertainment will
convince them to visit Buffalo Wild Wings.
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^ÇîÉêíáëáåÖ=`Ü~ääÉåÖÉW Women don’t consider Buffalo Wild Wings as a restaurant option because it’s
typically marketed to men.
^ÇîÉêíáëáåÖ=lÄàÉÅíáîÉW To position Buffalo Wild Wings as the ultimate place to get together with
friends, watch sports, drink beer and eat wings.
q~êÖÉí=`çåëìãÉêW Women 25-34 who live in Central Florida and have professional careers.
`çãéÉíáíáçåW=
· Direct: Chili’s, Miller’s Ale House, Applebee’s, Bar Louie
· Indirect: Wine night at a friend’s house, watching streaming TV, going on dates
hÉó=`çåëìãÉê=_ÉåÉÑáíW Buffalo Wild Wings is a sports bar, that in addition to quality food, offers a fun
and inviting atmosphere for women and men alike.
qçåÉ=pí~íÉãÉåíW bold, playful, irreverent, energetic, conversational

19. pqRbkdqep=
Unique, diverse flavor
BWW proudly offers over 20 signature sauces and dry seasonings to enhance the variety of their
boneless and traditional wings. This serves to complement their current branding strategy of “Wings.
Beer. Sports.” and is a key driver for their fan base.
Wing facts:
BWW sold more than 1 billion traditional and boneless wings in 2011.
BWW sells an average of 21 million traditional and boneless wings each week.
On Super Bowl Sunday 2012, BWW served more than 7.7 million traditional and
boneless wings.
Association with sports
The notoriety of BWW as a sports bar has helped build a frequent and loyal fan base. With more than
30 flat screen TVs and endless games, the competitive atmosphere charges sports enthusiasts and
becomes a home away from home for every fan.
Widespread national presence
There are currently more than 840 locations across 48 states in the U.S. and Canada. BWW is also
the recipient of hundreds of awards, including “Best Wings” and “Best Sports Bar,” which have
helped establish their reputation in the food and beverage industry.
tb^hkbppbp=
High fat, high calorie food
BWW champions their wings and beer, neither of which screams “health.” This may be a deterrent for
many people who try to avoid the temptation of unhealthy consumption habits.
Restrictive concept and theme
The positioning of BWW as a sports bar can be considered both a strength and a weakness. While
many fans already rally their support, others may overlook the quality of products and services due to
the perception attached to the brand.
Strengths
• Unique, diverse flavor
• Association with sports
• Widespread national presence
Weaknesses
• High fat, high calorie food
• Restrictive concept and theme
Opportunities
• Explore new markets
• Introduce more menu variety
Threats
• Strong presence of competition
• Change in consumer lifestyles and attitudes
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pfqr^qflk=^k^ivpfp=_rcc^il=tfia=tfkdp

20. lmmlRqrkfqfbp=
Explore new markets
Although BWW has a strong existing presence within the U.S. and Canada, there is further potential
for expansion. CEO Sally Smith plans to establish 1,500 restaurants across North America in the next
five to seven years. International expansion was announced in 2012 for developing markets in Puerto
Rico and the Middle East.
Introduce more menu variety
BWW strives to create a menu suited to the tastes of every fan. However, limited options exist for
those seeking more wholesome, less saturated food. By adding onto the current list of offerings to
include natural and organic ingredients, there will be better opportunity for growth.
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Strong presence of competition
There are several sports- themed bars and restaurants in the local region that may affect consumer
decision to visit BWW. Among these include, but are not limited to: Gator’s Dockside, Miller’s Ale
House, Duffy’s Sports Grill, Hooters, T.G.I. Friday’sF., Applebee’s, Chili’s, WingHouse and Wing Zone.
Change in consumer lifestyles and attitudes
Among an increasingly health conscious society, it may be a challenge to appeal to certain target
audiences. Menu options to accommodate diet restrictions such as vegetarian, vegan and gluten-free
should be introduced and promoted to overcome this obstacle.
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• There will be a basketball hoop on the back of the
truck.
• The truck will travel to populated areas where people
work such as Downtown Orlando.
• The truck will sell mini sized portions of BWW fries,
wings and beer.
• A few tables will be set up by the food truck for
customers to sit at and watch others play basketball.
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• Distribute Mini BWW themed basketball hoops to local
offices.
• Hoops will create brand awareness and keep it top of
mind.
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• We plan to create a profile on Tinder for Buffalo Wild
Wings.
• The profile is clever and funny.
• BWW will “swipe right” and match themselves up with
everyone
• When someone matches with BWW, we will say a
cheesy pickup line, and then give them a link to a one
time use coupon.
• The idea is a “buy you a drink” mentality.
This idea is perfect for Buffalo Wild Wings because they
have a humorous brand voice. It is inexpensive and will
drive sales (coupon) and increase awareness (media
coverage and general visibility).
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Because our “Fuel Your Fun” campaign targets the young working professional, we wanted to bring fun to the
workplace with our guerrilla marketing strategy. We’ve generated two unique office themed ideas and one social
media idea that will promote and bring awareness to the brand. These strategies will result in additional media
coverage for BWW.

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To increase sales at
each Buffalo Wild
Wings location in
Central Florida by
15%
Revenue Comparing sales from each
Buffalo Wild Wings location in
Central Florida
• Before the campaign
• Monthly throughout
the campaign
• After the campaign
To increase foot
traffic at each
Buffalo Wild Wings
location in Central
Florida by 15%
Unique visitors Number of unique diners,
broken out by:
• Time of day
• Time of week
• Size of dining party
• Before the campaign
• Monthly throughout
the campaign
• After the campaign
To build awareness
that Buffalo Wild
Wings has the
ultimate restaurant
experience
Brand awareness Conducting focus groups that
evaluate:
• Brand awareness
• Brand consideration
• Brand experiences
• Attitudes toward advertising
• Before the campaign
• Quarterly throughout
the campaign
• After the campaign
Event
participation
• Attendance numbers
• Post-survey feedback
• Social media engagement
•
• Per event
Local news
coverage
• Press releases and media
advisories sent to relevant
news outlets
• Press invitations to guerilla
marketing events
• Per event
Social media
engagement
• Likes on Facebook page
• Followers on Instagram and
Twitter pages
• Campaign hashtag
monitoring: #TriviaTuesday,
#BWWingsCFL
• Weekly throughout
the campaign
• Special attention
given to spikes that
occur during events
and media air-time
Mobile app
engagement
• Number of B-Dubs app
downloads
• Number of mobile orders
• Revenue from mobile orders
• Quarterly throughout
the campaign

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For our focus group, we had 149 respondents comprised of 111 females and 38 males.
Approximately 62% of the respondents were between 25 to 34 years old. Half of the respondents had
graduated from college and are working a full-time job. Only 29% of those surveyed had eaten at a
Buffalo Wild Wings in the last 3 months. When choosing a restaurant, 83% of respondents said they
consider menu variety, 70% said they consider quality of food and 63% said they consider events and
entertainment. Of those surveyed, the most popular choices for restaurants include Chili’s (43%),
Miller’s Ale House (38%) and Buffalo Wild Wings (29%). When how often they go to sports bars
specifically to watch games, 32% of respondents said “never.” However, majority of respondents said
that when they do go to a sports bar, they go with friends over any other group of people. The most
popular sports to watch regularly were football, basketball, soccer and baseball. When asked about
corporate social responsibility, 84% of respondents said they appreciated when restaurants did charity
events.
When asked what they liked about Buffalo Wild Wings, the most popular answers were wings, beer
selection, sauce variety, and atmosphere. When asked what they didn’t like about Buffalo Wild Wings,
the most popular answers were lack of menu variety, lack of specials and a focus on men. When we
asked what would make them more likely to go to Buffalo Wild Wings, the respondents said more
coupons or specials, more menu variety, more events and an increased focus on women.
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Because majority of our respondents were women, we plan to target the campaign towards them. We
found that Buffalo Wild Wings was undeserving its female customers in terms of advertising, and they
noticed this as well. We found that only 29% of those surveyed had gone to a buffalo Wild Wings in
the last 3 months. We believe with an increased focus on women in our campaign, they will be just
as likely as men to choose Buffalo Wild Wings as their restaurant of choice. We plan to focus on older
millennial women, ideally between the ages of 25 to 34, as they have income and were the most likely
to go to a Buffalo Wild Wings with friends. The most important factors in choosing a restaurant for our
target audience are menu variety, quality of food, events and entertainment. For these reasons, we
plan to focus our campaign on what Buffalo Wild Wings has to offer other than sports. Our target
audience wants more specials, more events, and more menu variety. With our strategy we will bring
awareness to Buffalo Wild Wings already existing menu variety that we believe the target audience
doesn’t know about. We will also promote the brand as a place to hang out with friends through new
events and less emphasis on watching games.

30. VO: Good evening
ladies and
gentleman, we’re
here at Buffalo
Wild Wings tonight
for the big game.
VO: You can feel
the electricity in
the air tonight
Tom.
VO: Sure can Brett.
There’s been a lot of
trash talk between
these two teams.
VO: No kidding. Both
teams are hungry for
a victory.
VO: But only one
team can be crowned
the flavorweight
champions. Will it be
team mild? Or team
spicy?
VO: We’ll have to see
Tom as the Wingoff
is now underway as
these two teams are
already fighting
tooth....
VO: And nail.
VO: Ohhh! Team
spicy slipped
some Blazin’
sauce onto Team
Mild’s wings.
VO: That’s a lot
of screaming
Tom!
VO: You bet Brett. Team
Mild is not having it.
They’ve began to fight
back by throwing bones
at their opponents. Ohh
right in the eyes!
VO: How did the officials
miss that one? That was
a clear foul that went
unnoticed.
VO: That’s what
its all about
Brett. Now this
is what I call a
game. Watch
out!
VO: Buffalo Wild
Wings – Fuel
Your Fun
qs=pqlRv_l^RaW=Team Mild vs Team Spicy
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31. VO: March is
finally here. Are
you excited about
the upcoming
event Tom?
VO: Sure am
Brett. I’ve really
been practicing
my Irish accent.
VO: Uh I was actually
talking about that
giant event that
starts in March and
lasts for over a
month.
VO: Oh that’s right.
Thanks for
reminding me.
Almost forgot to
set my clock
forward.
VO: Tom...I’m talking
about March
Madness. It’s the
biggest sporting
event BWW has to
offer for its sports
fans. Are.... You
dressed as a bunny?
VO: Does this
costume
make my ears
look big?
VO: right....
VO: Buffalo Wild
Wings – Fuel
Your Fun
qs=pqlRv_l^RaW=March Madness
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