Buffalo Wild Wings
Periscope was the social agency of record for Buffalo Wild Wings for over three years. At Periscope, as Community Engagement Advocate, I worked on B-Dubs 100% of the time.
I personally provided the Buffalo Wild Wings brand with:
Daily content creation
Content management
Editorial planning
24/7 social monitoring & escalation
Real-time marketing & content creation
Live reporting & regular social analytical reports
Campaign creative brainstorming & execution
Digital media and promotional execution, strategic road-mapping
Influencer marketing & management
Digital video asset creation
Professional development and collaboration with network representatives from Twitter, Facebook/Instagram, Snapchat, and other major media platforms
The BEST SOCIAL CONTENT A BRAND COULD ASK FOR
I published this tweet on behalf of Buffalo Wild Wings while the Seahawks were blowing out the Broncos in Super Bowl XLVIII. We were listening to what our community was asking of us and executed a timely, relevant and simple tweet that paid homage to the iconic “Buffalo Wild Wings Overtime button” during the Seahawks demolishing Super Bowl win over the Denver Broncos in Super Bowl XLVIII. The game was a blowout and snooze-fest, but the real-time online chatter were anything but.
The results were beyond exceptional. The tweet saw nearly 30,000 retweets, 16,530 favorites and garnered over 17.3 million impressions.
Some marketing pundits even said that Buffalo Wild Wings “won” the Super Bowl, even though we all know the Seahawks really did.
As you can imagine, real-time sports content played a major role in our overall social content mix and routinely would be the best performing content for the brand.
Layered Social Stories 24/7
Strategy. Strategy. Strategy. From responding to fans around-the-clock, to creating award-winning social campaign creative, everyday was unique with the Buffalo Wild Wings brand. We had to be both nimble to keep up with the inherent timely demands of social, as well as "think big" and strategically to meet our client's aggressive business goals and objectives. Social was a persistent messaging platform for the brand that supported and led the rest of the omni-channel marketing efforts. .
Social Monitoring, Community Engagement, and Custom Responses
A huge part of my role at Periscope for Buffalo Wild Wings was managing a group of six part-time social monitors. These monitors would report directly to me and monitor the @BWWings channels every single day. When an influential user would mention the Buffalo Wild Wings brand, we had processes in place to creatively respond in a timely manner. Using one-to-one engagements helped us gain traction with influential communities that might otherwise not interact with the Buffalo Wild Wings brand. We continually optimized this process and made it easily repeatable and scaleable for our other social clients at the agency.
Campaign HiGHLIGHTS: #BWWCitrusBowl
Every winter, a large part of my job was to support the Buffalo Wild Wings Citrus Bowl on social. These duties included working closely with Florida Citrus Sports to announce the participating schools and "break" the news, conduct a pre-game Twitter Q&A with Coach Jim Harbaugh, and create relevant real-time content during the prestigious New Year's Day college bowl game.
All in all, our 2016 Citrus Bowl social content saw over 3.7 Million total impressions and brought Buffalo Wild Wings' fans closer to a high-profile college football bowl game.
Campaign HiGHLIGHTS: Alive Events
To help bring an emotional and authentic sports connection to the Buffalo Wild Wings brand, we traveled the country and created "surprise-and-delight" moments for our fans and captured it all on video.
We traveled to Green Bay and had WR Jordy Nelson of the Green Bay Packers help a lucky fan with their Fantasy NFL Draft Party at Buffalo Wild Wings. Other athletes we worked with included Darcy Tucker (NHL), Cordarelle Patterson (NFL), Lee Brice (Country Music Star) and Hines Ward (NFL).
I worked closely with these influencers, and their representation, to ensure that Buffalo Wild Wings was properly mentioned in all of their social shares of the video. I helped ghostwrite and ensure publication and brand amplification of these influential social posts. By using the influencer's large and loyal followings on various social channels, we maximized the overall reach and impact of the campaign.
Campaign HiGHLIGHTS: POstS POST GAME REPORT
During the 2015 NFL Playoffs, we decided to make a SportsCenter-esque video recapping every NFL playoff game. The only catch? It was written entirely out of tweets made by Buffalo Wild Wings fans.
The video series resulted in hundreds of thousands video videos across Buffalo Wild Wings' channels, and empowered our fans to be a part of a community and larger project together. It truly showed the power of social in the context of the NFL playoffs.
I was involved in all phases of the creative process, from brainstorming the concept to community management of getting permission of every tweet to final execution and promotion of the videos.
Read about it in AdWeek here.
Campaign HiGHLIGHTS: #TWeetshirtCannon
For Buffalo Wild Wings we wanted to "Ignite the Voice of Fandom" on our social channels and to do that, we decided to make a #TweetShirtCannon.
It's exactly what you think. During key sports games, we asked fans to cheer for a free T-Shirt and we "launch" them a T-Shirt back using Twitter Direct Messaging. We would then send them a T-Shirt in the mail.
Essentially, we brought the in-arena sports experience to Twitter.
The campaign was a huge success, as we saw over 10,000 uses of the hashtag #TweetShirtCannon and a ton of positive sentiment from our community. People were literally begging us to bring it back out!
