BUFFALO WILD WINGS

The House That Fans Built

Not Just a Bar.

A Sports Sanctuary.

Buffalo Wild Wings had long been known as a place to grab wings, beer, and watch the game. But with so many chains offering screens and sauces, the brand needed more than a menu to stand out. It needed a movement. A reason to matter in culture. A way to become the destination for diehard fans—not just on game day, but every day.

We saw an opportunity to transform Buffalo Wild Wings into something bigger: a brand built by fans, for fans. A place where every booth feels like the 50-yard line, every order sparks a cheer, and every wing is coated in team spirit.

Our challenge.

How do you turn a sports bar into a cultural brand platform? We had to elevate the brand from being a passive place to watch the game into an active participant in fandom. That meant earning attention beyond the food, generating buzz in social feeds, and showing up in surprising, snackable ways that fans couldn’t ignore.

Our approach.

The most loyal sports fans don’t just follow scores—they live the highs and lows of every play. They celebrate wins with strangers, mourn losses like family, and turn even the most mundane moments into rituals. If Buffalo Wild Wings could reflect and amplify that kind of behavior, it could become more than a restaurant. It could become sacred fan ground.

We launched a bold, irreverent brand platform that celebrated sports culture in all its messy, passionate glory.

The idea was simple: no matter what sport you follow or team you love, Buffalo Wild Wings is your home turf.

We gave the brand a bigger meaning—beyond sauces and sports scores—by turning it into the destination where fans unite, high-five strangers, and ride the highs and lows of game day together.

With bold, irreverent campaigns and bite-sized content, we pulled fans even closer to the action. From bartenders calling down to the field to sportscasters breaking down your order like a highlight reel, B-Dubs became part of the sports experience itself.

Building on our “Unseen Force” creative platform — which playfully suggested B-Dubs could influence real-world game moments just to keep fans in their seats — we leveled up during March Madness®, negotiating a custom media buy with CBS to own every overtime. As Presenting Sponsor of all tournament OT games, B-Dubs claimed prime placement with logo integrations and :15 contextual spots that made it feel like they’d pulled the strings to make the game (and the night) last longer.

We brought this to life through social content that was as flavorful as the food itself. Social stunts like The Football Prenup helped couples survive the season by negotiating game-day time like a contract. The Marble 500 reimagined the Indy 500 with a 500-foot marble race that had fans placing bets on tiny rolling spheres. And The Most Delicious 2 Minutes In Sports turned the Kentucky Derby into a full-blown snack spectacle with a one-of-a-kind hat stacked with wings, beer, and fries.