Le JT sportif de Buffalo Wild Wings : les présentateurs s’expriment avec des tweets

La chaine de restaurants Buffalo Wild Wings est à l’origine d’une campagne digitale très originale ! La marque souhaitait profiter des matchs de playoff et du Super Bowl pour communiquer mais ne comptait pas débourser des sommes astronomiques pour diffuser un spot à la télévision.

Lors des matchs de playoff, Buffalo Wild Wings a créé le hashtag #BWWPostGame mentionné dans ses discussions sur Twitter autour de la NFL. Les twittos sont invités à engager la discussion autour des matchs de playoff en mentionnant ce hashtag pour avoir une chance de figurer dans une vidéo de Buffalo Wild Wings.

Le résultat est surprenant ! Les vidéos sont partagées sur les différents canaux de la marque : Youtube, facebook et Twitter.

Au total, ce sont 47 tweets qui sont mentionnés dans cette première vidéo, 2 autres films suivront. Cette stratégie digitale est innovante en termes de contenu. Elle permet d’engager la communauté de Buffalo Wild Wings en créant un réel échange sur plusieurs plateformes sociales.

« En communiquant autour du Super Bowl et des playoffs, nous voulions renforcer notre engagement autour de ces événements sportifs. Cela nous donne la possibilité de créer du contenu, ici, la vidéo qui met en valeur le contenu social que les fans nous ont fourni. » explique Bob Ruhland, Directeur Marketing de Buffalo Wild Wings.

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