Buffalo Wild Wings Gears Up for March Madness

As expected, Buffalo Wild Wings is continuing its annual tradition of going all-out for March Madness. The brand unveiled a fresh campaign this month—its first since the start of NFL season and Buffalo Wild Wing’s second under new CMO Seth Freeman—called “That’s March Madness.”

“That’s March Madness” has a bold, in-your-face approach: condemning watching the basketball tournament under sub-par conditions, such as a on a tablet or in your basement. “We’ve been taught that you can watch the games anywhere—be it your phone, your office cubicle or the basement in your wife’s house, but as true sports fans, we know the unrivaled experience of watching the tournament across hundreds of TVs with wings, beer and your best friends by your side,” said Freeman.

“Technology has changed. Streaming services are available and that’s crept into our everyday life. ‘That’s March Madness’ acknowledges that we’ve become isolated. And Buffalo Wild Wings represents the place we can come together, watch the games and go crazy,” Mik Manulik, associate creative director at The Martin Agency, added in a statement. “Man Caves and technology have divided us, conquered us and allowed a part of our herd to be divided. Sports is about finding your tribe. At the heart of it, camaraderie is really what it’s all about. It’s time we take note of that,” said Scot Crooker, associate creative director at The Martin Agency.

The chain also unveiled a cheeky (pun intended), in-restaurant promotion for March Madness in “response to the spike in vasectomy procedures during the NCAA tournament, where thousands of men coordinate their doctor-ordered R&R to coincide with the biggest sports weekend of the year.” The chain created the Jewel Stool, a custom-built barstool featuring a built-in cooling apparatus to provide numbing relief, as well as a chilled cup holder and “beer me” light. This will be available on a first-come, first-served basis at Buffalo Wings’ New York City Times Square and Koreatown (LA) locations.

Buffalo Wild Wings will also release a spot titled, “Buffer,” which will be a digital-exclusive piece that portrays the “irritating experience of watching a game live on your phone with poor service.” Additionally, if any tournament game goes into overtime, a spot called “Overtime,” will air during the first commercial break. The campaign also has 15-second spots titled “Mr Pickles,” and “Birthday” planned, as well as additional radio ads set to begin March 18.

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