Buffalo Wild Wings partnered with SCVNGR to create a mobile game that rewarded patrons with points for completing challenges related to watching sports games at BWW locations, such as taking a photo of the sauciest wing basket. Over 12 weeks during March Madness, the campaign engaged 184,000 participants who generated over 20,000 challenges, and resulted in 100 million social media impressions and brand engagement equivalent to over 3.6 years of time spent playing the challenges.

1. Case StudyBuffalo Wild Wings Follow us on Twitter @theLBMA www.thelbma.com June 2011 | Slide 1 of 5

3. Experiences majority of its business during peak sporting seasons, in particular March Madness.June 2011 | Slide 2 of 5

5. Turned watching a game into a game itself.

6. Aimed to build awareness and focus on consumer and brand goals.June 2011 | Slide 3 of 5

7. 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

8. 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