Buffalo Wild Wings is doubling down on its sports-bar dominance with an innovative campaign titled “So Many TVs. Not Enough Eyes.” The initiative centers around B-Dubs Vision Goggles—a novelty product designed to humorously address the challenge of tracking multiple March Madness basketball games simultaneously.
Campaign Highlights
The campaign features a 30-second commercial starring Hank, the chain’s CGI buffalo mascot, who plays an infomercial host promoting the goggles’ “mirror-vision technology” to watch all tournament games at once. Two supporting 15-second spots—“Eyes Wide Open” and “Patent”—showcase the goggles’ absurdity, with Hank backtracking exaggerated claims.
Multi-Platform Rollout
Launching March 17, the $9.99 goggles will be sold via a dedicated microsite (bdubsvisiongoggles.com), accompanied by a Snapchat Lens (live March 20) to enhance engagement. The campaign spans TV, streaming, influencer partnerships, and social media, targeting younger audiences through platforms like Snapchat.
Creative Strategy
Developed with agency Anomaly, the campaign parodies infomercial tropes while reinforcing Buffalo Wild Wings’ identity as the ultimate sports-viewing destination. The fictional “Not Enough Eyes Disorder (N.E.E.D.)” underscores the brand’s signature multi-screen setup in restaurants.
Broader Marketing Push
This effort follows the chain’s “Let’s Go Sports Bar” platform and builds on previous sports-centric campaigns, including its August 2024 collaboration with NFL stars Jason and Travis Kelce.
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