- Buffalo Wild Wings is positioning itself because the go-to sports bar for watching March Madness basketball with a brand new campaign, “So Many TVs. Not Enough Eyes.,” per details shared with Marketing Dive.
- Key to the campaign is a 30-second ad starring the chain’s CGI buffalo mascot, Hank, who plays an infomercial spokesperson pitching “B-Dubs Vision Goggles” as the proper method to watch all the March Madness games without delay. Two 15-second spots accompany the hassle.
- Physical goggles shall be available for sale via a microsite and a Snapchat Lens will help bring the invention to life starting March 20. The campaign spans broadcast, over-the-top TV, influencers and paid and organic social.
Inspire Brands-owned chain Buffalo Wild Wings is angling to be the popular sports bar for March Madness viewing by touting multiple TV screens because it restaurant locations that may help diners sustain with the basketball tournament motion. The restaurant brand has also devised a pair of novelty goggles to answer a difficulty it calls Not Enough Eyes Disorder (N.E.E.D.).
The college sports push centers on a spot starring CGI buffalo Hank, who was first introduced in 2023. The mascot begins by asking viewers in the event that they suffer from N.E.E.D. before listing off the disorder’s telltale symptom and introducing the B-Dub’s Vision Goggles as a method to watch each game at the identical time because of mirror-vision technology. Alongside the sales pitch are all the infomercial tropes to be expected, from flashy graphics to far-reaching claims.
The first 15-second spot, “Eyes Wide Open,” follows Hank, sporting the goggles, as he watches the sport before locking eyes with one other bar-goer also wearing the goggles, causing the mascot to face the truth that the product isn’t as flattering because it is functional. In the second spot, “Patent,” the mascot brags in regards to the Vision Goggles but backs off all of his lofty claims, including his supposedly patented technology.
“So Many TVs. Not Enough Eyes.” was created in partnership with Anomaly, Buffalo Wild Wings’ creative agency of record since 2023. Consumers should buy their very own B-Dubs Vision Goggles for $9.99 at www.bdubsvisiongoggles.com starting March 17 at 9 a.m. ET. In the meantime, they will take a look at other potential selling points for the novelty item, including “Reviews I made as much as make this seem more legit.” The effort also extends to Snapchat, a move that might help the brand grow loyalty with the younger generation.
The effort from Buffalo Wild Wings represents the newest iteration of “Let’s Go Sports Bar,” its first work from Anomaly. Beyond March Madness, the chain has also looked to cement its status within the football scene, having teamed with Jason Kelce for an ad campaign in August that played on the previous Philadelphia Eagles center’s recent retirement and brother Travis Kelce.
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