Key Facts:
Energize consumers to purchase
Consumers need to know of big screen televisions are available for their sports viewings .
Happy hour starts at 4-11pm
Free wings 6-9pm
Starting October September, 2014 - December 30
Encourage in-store foot traffic
Objectives:
Increase Dinner and Happy Hour menu sales by 5% by the end of the promotional campaign.
Increase store traffic by 10% by introducing strategic “giveaways” (free wings) during the promotional campaign.
Increase consumer loyalty by 5% by introducing a new Happy Hour menu during the promotional period.
Increase store traffic by 10% by introducing strategic “giveaways” (free wings) during the promotional campaign.
Increase consumer loyalty by 5% by introducing a new Happy Hour menu during the promotional period.
Target Audience:
1) Men (The Sporty Poppers)
Age- 21- 45
Race- Diverse
HH- $25,000- $45,000
Ethnicity- Diverse
These men are your sports enthusiasts. They love being surrounded by alcohol, friends
and all you can eat food. These men like to watch football and baseball all in one sitting. Can
they get enough to drink? Yes, but they choose to do it in a sports-like bar amongst other
sports enthusiast.
Age- 21- 45
Race- Diverse
HH- $25,000- $45,000
Ethnicity- Diverse
These men are your sports enthusiasts. They love being surrounded by alcohol, friends
and all you can eat food. These men like to watch football and baseball all in one sitting. Can
they get enough to drink? Yes, but they choose to do it in a sports-like bar amongst other
sports enthusiast.
2) Women 21+ (Girly With A Side of Wings)
Race- Diverse
HH- $20,000- $35,000
Ethnicity- Diverse
Race- Diverse
HH- $20,000- $35,000
Ethnicity- Diverse
These women are the sports girls. They follow their favorite team while only favoring
one at a time. These women look for places where they can accompany their significant
others in a place where other men will not look to flirt with them. They enjoy a beer every
now and again and they have no problem eating wings!
one at a time. These women look for places where they can accompany their significant
others in a place where other men will not look to flirt with them. They enjoy a beer every
now and again and they have no problem eating wings!
Positioning:
- The number 1 spot for Fun, Drinks, and Wings
Primary Message:
We provide sports environment, free wings and a happy hour for drinks.
Copy Platform:
Headline- Come Run Wild With Us
Tagline- Frolic Fridays. Friday’s Starting November 16 to December 28
Body copy:
Come out to the Wild and enjoy a night of free wings, sports, and Happy Hour! Football on the big screen, a beer in your hand, and wings in your stomach. Is there a better way to end your night?
Headline- Come Run Wild With Us
Tagline- Frolic Fridays. Friday’s Starting November 16 to December 28
Body copy:
Come out to the Wild and enjoy a night of free wings, sports, and Happy Hour! Football on the big screen, a beer in your hand, and wings in your stomach. Is there a better way to end your night?
Visit buffalowildwings.com
Tone and Execution:
Value and Humor
Fun. Bright and visually striking to the eye. The graphic should be very interactive: directing your attention around the ad. The colors should be Orange, white, tan, black with accent colors of yellow and white.
Fun. Bright and visually striking to the eye. The graphic should be very interactive: directing your attention around the ad. The colors should be Orange, white, tan, black with accent colors of yellow and white.
Mandatories:
Buffalo Wild Wings logo ( w1.62 x h1.62) ( x7.12 x y10.09)
Logo embedded in banner
Clearance determined by top of emblem
Facebook Icon- (w0.41 x h0.42) (x12.80 x y0.38)
Twitter Icon- (w0.47 x h0.42) (x13.42 x y0.383)
Twitter Icon- (w0.47 x h0.42) (x13.42 x y0.383)
Implementation:
In store Posters / Junior Posters 17x 14
Promotional Advertising Period- September, 2014 - December 30
Line Of Sight Locations- Virginia
Balston, Va
950 N Glebe Road Suite 130 Arlington, VA 22203-4181
Balston, Va
950 N Glebe Road Suite 130 Arlington, VA 22203-4181
Crystal City, Va
2450 Crystal Drive Suite R-015 Arlington, VA 22202-3887
2450 Crystal Drive Suite R-015 Arlington, VA 22202-3887
Each junior poster will be strategically placed around the store during the promotional period.
One will be placed on both ends of the bar in visual sight no matter where the Girly With A Side
of Wings or The Sporty Poppers sit.
One will be placed on both ends of the bar in visual sight no matter where the Girly With A Side
of Wings or The Sporty Poppers sit.
Menus Sale Flyers
8.5 x 11
8.5 x 11
Flyers will be placed on the tables at Buffalo Wild Wings. Along side the dinner menus. The flyers
will be placed between the times of Monday- Sunday 4pm to closing. The Sale flyers will remain
on the table even after the dinner menu has been collected. There will be enough flyers per seat
at a table/booth.
will be placed between the times of Monday- Sunday 4pm to closing. The Sale flyers will remain
on the table even after the dinner menu has been collected. There will be enough flyers per seat
at a table/booth.
