• by Karlene Lukovitz  @KLmarketdaily, March 11, 2015

Buffalo Wild Wings (aka "B-Dubs"), in its third year as “the official hangout of March Madness” through an NCAA partnership, is running a multi-platform supporting campaign dubbed #WingWisdom.

The campaign — the chain's first work from its new agency, Chiat/Day —  aims to establish the restaurant brand as a "voice of authority" on the tournament, through extensive content marketing, as well as ads.

The campaign includes a series of nine episodic spots starring comedian/actor Steve Rannazzisi, of FX's "The League." 

All will appear on B-Dubs' YouTube, Facebook and Twitter channels, and eight will also be aired on television.  

The first ad, which humorously contrasts some NCAA fans' experiences of watching the games at a B-Dubs restaurant versus watching at home, debuted March 7 on CBS. 

The content of seven other ads was specifically designed to be aired at contextually relevant times during the tournament on CBS, CBS Sports Network and Turner Sports Networks (TBS, TRUTV, TNT) and Big Ten Network. For example, on Selection Sunday (March 15), a spot about the "proper way" to fill out a tournament bracket will begin airing. Other ads were created to run during the "Sweet 16," game overtimes, and so forth.  

Buffalo Wild Wings has also created a tournament tracker microsite that will provide a real-time feed of game scores and schedules, reaction GIFs to major moments, B-Dubs commentary on games, and social media content from guest contributors. 

On social media, the brand will offer fans shareable invitations to ask  friends to join them in watching “The Big Dance” at B-Dubs. An interactive video will show fans how to “call in (not) sick,” so that they can watch the first round of games. B-Dubs will also deliver game "insights," offbeat March Madness-related stats and other content leading up to and during the tournament.

For in-restaurant promotion,Buffalo Wild Wings developed a series of basketball themed mini-games and a bracket challenge competition available through its GameBreak gaming platform. The chain has also added special flavors, representing each of the regions hosting tournament games, to its menu.

On the events front, the chain will host an NCAA Division I Men’s Championship trophy tour at four of its Indianapolis restaurants; erect a Buffalo Wild Wings Sports Lounge at the Final Four Music Festival; and host a branded lounge area at Fan Fest featuring food, beverages, flat-screen TV's and wing-eating challenges.

Buffalo Wild Wings' current NCAA sponsorship deal includes marketing, media and activation rights relating to all 89 NCAA championships.