March is here, and with it, the glorious chaos of basketball madness. But while the teams on the court are battling it out, there’s another player making waves—Buffalo Wild Wings. This year, they’re not just offering you a seat to watch the action; they’re creating an entire experience that brings fans into the fold like never before. Welcome to their March Madness promotions—a campaign that’s capturing attention and giving us all a fresh look at what it takes to stand out in the noise of a crowded sports season.
But hold on, this isn’t just another “come watch the game” pitch. No, Buffalo Wild Wings has flipped the script, creating a hilariously surreal narrative that combines comedy, interaction, and even a little absurdity. Let’s dive in and break down how this campaign isn’t just another promo but a true marketing masterpiece. And, more importantly, what brands can learn from it.
A Problem Every Sports Fan Can Relate To: Too Many Games, Not Enough Eyes
Anyone who’s ever tried to watch multiple games during March Madness knows the struggle. With so many games happening at once, it’s near impossible to keep up with all the action. Buffalo Wild Wings saw this pain point and decided to do something about it—by making it the centerpiece of their campaign.
Enter “So Many TVs. Not Enough Eyes.” Instead of merely highlighting their countless screens, they crafted a tongue-in-cheek disorder: Not Enough Eyes Disorder (N.E.E.D.). And then they offered up an utterly ridiculous yet brilliant solution: the B-Dubs Vision Goggles.
It’s this playful, over-the-top approach that makes the campaign stand out. Rather than just pushing a product or an experience, Buffalo Wild Wings created a problem (albeit a fictional one) and introduced the perfect comedic fix.
Lesson #1: Identify your audience’s pain points, exaggerate them for comedic effect, and offer your brand as the “solution.” That’s the kind of clever marketing that grabs attention.
The Power of Blending Physical and Digital Marketing
But Buffalo Wild Wings didn’t stop with a commercial and a fake product. They took it to the next level by making the B-Dubs Vision Goggles available for purchase on a microsite for just $9.99. Now, fans didn’t just watch the campaign—they could actually be part of it.
And to make sure everyone could get in on the fun, they launched a Snapchat Lens that allowed anyone to experience the madness, even if they didn’t buy the goggles. This clever integration of physical and digital marketing shows how brands can create buzz by offering multiple ways for people to engage.
Here’s why it works so well:
Viral buzz: Fans buy the goggles, post pictures, and spread the word, amplifying the message for free.
Mass participation: The Snapchat Lens allows anyone to interact with the campaign, whether they’ve made a purchase or not.
Multi-platform reach: From TV ads to social media, Buffalo Wild Wings has their campaign everywhere.
Lesson #2: Don’t limit your marketing to just one channel. The more interactive and shareable your campaign, the more people will talk about it.
To back up this point, consider this: Snapchat reports that branded AR lenses boost purchase intent by 32%. So when Buffalo Wild Wings tapped into augmented reality, they were doing much more than just having fun—they were creating a digital experience that tied directly into the larger campaign.
Leveraging Humor to Build Brand Affinity
Buffalo Wild Wings understands the power of humor. From a CGI buffalo mascot named Hank delivering an infomercial-style pitch to exaggerated claims about the goggles, every element of this campaign is designed to make people laugh. And that’s no accident.
Humor makes ads more engaging, memorable, and shareable. When people laugh, they connect with the brand on a deeper level, and they’re far more likely to share the experience with others.
This is where many brands go wrong. Too often, they focus too much on selling and forget to entertain. Buffalo Wild Wings flipped that on its head, focusing on fun while still making it clear that their restaurants are the place to be during March Madness.
Lesson #3: Make your audience laugh, and they’ll remember you. If you can combine humor with a strong message, you’ve got a winning formula.
Why This Campaign Is a Textbook Example of Brilliant March Madness Promotions
Buffalo Wild Wings didn’t just throw up a few ads and call it a day. They created an experience that seamlessly blended humor, interactivity, and engagement. Here’s why their campaign is a slam dunk in the world of March Madness promotions:
They became part of the conversation: Instead of just riding the March Madness wave, they created their own storyline within the tournament’s hype.
Fans had something to interact with: From buying the goggles to using the Snapchat Lens, the campaign wasn’t just something to watch—it was something to experience.
They leveraged multiple channels: From TV and digital ads to social media and influencers, they ensured their campaign reached as many eyes as possible.
This is textbook marketing done right, and it’s something any brand, big or small, can learn from.
How Brands Can Apply This Strategy to Their Own Marketing
So, how can other brands replicate the success of Buffalo Wild Wings’ March Madness promotions?
- Create a fun problem your brand solves: Don’t just tell people what you have—create a problem they didn’t know they had, and then position your product as the solution.
- Make it interactive: Whether through a physical product or a digital experience, give people something to do, not just something to watch.
- Don’t shy away from humor: Brands that make people laugh are far more memorable. So, find a way to inject humor into your messaging.
- Go beyond one platform: The more touchpoints you have with your audience, the stronger your impact. Don’t limit yourself to just one medium.
A Campaign Worth Learning From
Buffalo Wild Wings hit it out of the park with their March Madness promotions. The goggles? Silly, yet brilliant. The Snapchat Lens? Perfect for digital engagement. The overall campaign? A complete slam dunk.
And the best part? These strategies are all adaptable. Any brand can take these principles and apply them to their own marketing efforts.
So, next time you’re crafting a campaign, ask yourself: Are you selling an experience, or just a product? If it’s the former, you’re already on the right track.
Now, go build a campaign that gets people talking, laughing, and sharing. Just maybe skip the CGI buffalo next time.
FAQs
- How does humor help marketing?
Humor makes a brand more approachable, memorable, and shareable. People love talking about things that make them laugh, which helps boost visibility and engagement. - Why should I mix physical and digital marketing?
Combining physical and digital elements keeps your audience engaged in real life and online, expanding your reach and making the experience more immersive. - What makes a campaign go viral?
To go viral, your campaign needs to be fun, relatable, and interactive. People are more likely to share things that are engaging and worth talking about.