CASE STUDYBuffalo Wild

Wingswww.thelbma.com

June 2011 | Slide 1 of 5

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ABOUT BUFFALO WILD WINGS (BWW)

June 2011 | Slide 2 of 5

• 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.

CAMPAIGN OVERVIEW

June 2011 | Slide 3 of 5

• 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.

HOW IT WORKED

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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.

CAMPAIGN RESULTS

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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