As the New England Patriots pulled off the comeback of the century and for the first time in Super Bowl history the Big Game was sent into overtime Sunday night, everyone was either looking to what greater power to thank or, for Falcon fans, who to blame.
Buffalo Wild Wings was ready.
With a shrug (¯\_(ツ)_/¯) and a “It Wasn’t Us” GIF that it posted on Twitter and Facebook, the Golden Valley-based chicken chain simultaneously connected its current marketing and brand campaign to what was happening in the game, in a prime example of real-time marketing at its finest.
For Buffalo Wild Wings, the strategy paid off with more than more than 5,000 likes, retweets and favorites. In another Twitter post the brand said “An overtime 51 years in the making. You’re welcome.” That tweet was liked more than 4,000 times and retweeted more than 800. Earlier, it also generated more than 18,000 votes in a poll about the chances of the game to go into overtime.
Buffalo Wild Wings is no stranger to capitalizing on the popularity of social media. When the lights went out during the Super Bowl in New Orleans in 2013, the company also took advantage commenting on Twitter (though more famously so did cookies company Oreos).
Buffalo Wild Wings has often hinted in other spots that it has the magical power to influence sports events. It continued that claim in a pregame ad Sunday that featured football Hall of Famer Brett Favre, who is told that Buffalo Wild Wings is the reason why he was the most-intercepted passer in NFL history. The company’s logo appears at the end of the commercial with the words “It Wasn’t Us” that fritz out and lose the “n’t” along with #HitTheButton. The campaign has garnered almost 30 million online video views on YouTube, Facebook, Twitter and the company's Web site. A lot of the social media work for Sunday was orchestrated by a collaborative of marketers at Buffalo Wild Wings and Minneapolis agency Space150.
For Buffalo Wild Wings, the Big Game is its biggest day of the year. It sold about 12.5 million wings last year on Super Bowl Sunday. This year’s total has not yet been released.