• by Karlene Lukovitz  @KLmarketdaily, March 18, 2016

Buffalo Wild Wings (aka ‘B-Dubs’) is looking to up its advantage in the intense annual casual restaurant competition to attract out-of-home NCAA March Madness tournament viewers.

Between March 17 and April 4, the chain is offering college basketball fans in 42 cities across the U.S. one free Uber ride (costing up to $10) to or from participating B-Dubs locations. 

Fans can just open the Uber app, enter the promo code provided for their cities (listed on a page in Uber’s site), set their locations, and request a ride.

To drive awareness of the offer, the brand is using email marketing and geo-targeted social media posts. 

In addition, Uber will promote the offer through its blog, email marketing, and splash screens within the app when fans are at a participating B-Dubs locations, and local-market social posts.