Buffalo Wild Wings Free Wings Promotion Tied To 2019 Super Bowl Overtime

In 2019, Buffalo Wild Wings implemented a promotional offer that captured the attention of football fans across the United States and Canada. The restaurant chain, known as "America's largest sports bar," introduced a unique promotion that tied free chicken wings to the outcome of the National Football League's championship game. This initiative represented an innovative approach to sports marketing, leveraging the excitement of the Super Bowl to drive customer engagement and foot traffic to participating locations.

The Promotion Mechanics

Buffalo Wild Wings' free wings promotion was structured around a specific game scenario: if the Super Bowl went into overtime, all customers in the United States and Canada would be eligible to receive one free order of chicken wings. The promotion was announced as part of the chain's established connection to overtime moments in football games. According to Seth Freeman, chief marketing officer for Buffalo Wild Wings, "Football fans love to have fun with our established connection to overtime, tweeting at us any time a game goes to extra time." This sentiment was amplified when the company introduced tangible rewards for such occurrences.

The free wing promotion was available only at participating Buffalo Wild Wings locations. Customers could receive one free order of either boneless or traditional snack-sized wings, or a 5/6 count of chicken wings, depending on the specific location's offerings. The redemption period was limited to February 17 from 4:00 p.m. to 7:00 p.m. local time, creating a narrow window for customers to take advantage of the promotion.

Historical Context and Implementation

The 2019 promotion marked the second consecutive year Buffalo Wild Wings had implemented this particular sports betting initiative. The concept had originated during the 2018 NFL championship game, where the New England Patriots faced the Los Angeles Rams. At that time, the game was heading toward a potential overtime scenario with the teams tied heading into the fourth quarter. The nation was reportedly "15 minutes away from winning the free food" when the Patriots ultimately pulled away for victory, preventing the promotion from being triggered.

For the 2019 championship game, the Kansas City Chiefs and San Francisco 49ers faced off at Miami's Hard Rock Stadium. The odds of the game going into overtime were calculated at approximately 8.75-1 against, meaning there was roughly a 10 percent chance of customers receiving the free wings. This statistical assessment was provided by Buffalo Wild Wings' gaming partner BetMGM, indicating the company had incorporated data analytics into its promotional strategy.

Marketing Strategy and Fan Engagement

Buffalo Wild Wings positioned itself as a brand deeply connected to football culture through this promotion. By tying a reward to a specific game scenario, the company created additional stakes for viewers and enhanced the overall viewing experience. The promotion encouraged fan engagement both during the game and in the days following, as customers monitored the score and potential for overtime.

The company acknowledged the growing trend of postseason games going into overtime, noting that two postseason games had already reached extra time during the 2018-2019 season. This observation suggested that while championship game overtimes were historically rare, the increasing competitiveness of NFL games might make such occurrences more frequent in the future.

Broader Industry Context

Buffalo Wild Wings was not alone in implementing promotional offers tied to the 2019 Super Bowl. Pepsi introduced a similar initiative, promising to give every American a free Pepsi Zero Sugar if either team finished the game with a score ending in zero. In this case, "every fan" would be reimbursed the cost of the soft drink, up to $2.50, for purchases made between February 2 and February 4.

These promotions reflected a broader trend of brands leveraging major sporting events to drive consumer engagement. By tying rewards to specific game outcomes, companies created additional incentives for consumers to not only watch the games but also interact with their brands. This approach differed from traditional advertising by offering direct, tangible benefits to consumers based on actual game results.

Customer Experience and Redemption Process

For customers to redeem their free wings, they needed to visit participating Buffalo Wild Wings locations during the specified three-hour window on February 17. The redemption process appears to have been straightforward, with no purchase requirement mentioned in the available information. However, the limitation to participating locations meant that not all Buffalo Wild Wings locations necessarily participated in the promotion.

The promotion's design created a sense of urgency and exclusivity, as the free wings were only available for a limited time and at specific locations. This approach likely drove immediate foot traffic during the redemption period, as customers sought to take advantage of the opportunity before it expired.

The Role of the New England Patriots

The New England Patriots played a central role in the promotion's history. As participants in the 2019 championship game, their performance directly impacted whether the promotion would be triggered. The Patriots' victory in that game prevented the activation of the free wings promotion, as they avoided an overtime scenario.

The team's involvement in the promotion extended beyond just that one game. The Patriots had been a consistent presence in championship games, making them a relevant partner for sports-related promotions. Their fan base, known for its loyalty and enthusiasm, represented an attractive demographic for Buffalo Wild Wings' marketing efforts.

Promotional Impact and Consumer Response

While specific data on the promotion's impact was not available in the source material, the initiative generated considerable media attention and public discussion. The novelty of tying a food promotion to a specific game scenario created buzz both before and after the championship game.

The promotion's design likely served multiple business objectives: it reinforced Buffalo Wild Wings' connection to football culture, drove traffic to participating locations, and generated positive media coverage. By creating a shared experience among customers, the promotion may have strengthened the sense of community around the brand.

Industry Precedents and Future Applications

The Buffalo Wild Wings promotion built upon existing practices in sports marketing, where brands create promotions tied to specific game outcomes. This approach differs from traditional advertising by offering direct consumer benefits based on actual results rather than simply associating with the event.

Future applications of this strategy might involve expanding the range of rewards offered, extending the redemption period, or incorporating digital elements such as mobile ordering or personalized offers. The success of such promotions could lead to more brands adopting similar approaches, particularly for major sporting events.

Conclusion

Buffalo Wild Wings' 2019 free wings promotion represented an innovative approach to sports marketing that tied consumer rewards directly to game outcomes. By offering free chicken wings if the Super Bowl went into overtime, the company created additional stakes for viewers and enhanced the football viewing experience. The promotion, which had been implemented in the previous year as well, reflected the growing trend of brands leveraging major sporting events to drive consumer engagement and create memorable experiences.

While the promotion was not triggered in 2019 due to the Patriots' victory, it generated considerable attention and demonstrated how food brands could integrate themselves into major sporting events in meaningful ways. The initiative highlighted the potential for outcome-based promotions to create buzz, drive traffic, and strengthen brand connections with consumers.

Sources

1. Buffalo Wild Wings Free Wings Promotion