Buffalo Wild Wings Gets Unexpected Boost In Lockout

The brand turned out to be an unexpected beneficiary of all the griping about substitute referees in the NFL, who reminded fans of old Buffalo Wild Wings spots in which officials send games into overtime with willfully bad calls (so patrons can watch TV at the restaurant longer). The referee lockout also drove a big lift in brand chatter for Foot Locker, whose employees wear refs' uniforms. But some other brands winning lots of new Twitter buzz got there by leaning on traditional TV advertising.

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