Buffalo Wings and Rings

Turning Hunger on its Head

The mouthwatering menu at Buffalo Wings and Rings wasn’t getting the attention it deserved. Hungry for more online engagement, the brand sought to up their Internet presence by promoting their fresh, quality fare. Who better to ask about food freshness than the undisputed experts on all things edible?

We went in-store and online to announce a series of Facebook videos featuring the mouths and chins of everyone from eaters to executives.

These culinary connoisseurs gave their take on the fine food that can only be found at BWR. The off-the-wall endorsements were fun, socially engaging, and hit our target’s sense of humor right on the head.


Fans were licking their chops to check out the chins as they professed their passion. 

The Facebook app also invited visitors to personalize their own chin-flick, complete with a custom-made mandible and text-to-speech narration. Completed videos could be submitted to our gallery and shared with friends.

Those who shared received a $5 coupon and were entered to win a $100 gift card and BWR prize pack.

The fans ate it up. More than
5,000 people were
talking about

Buffalo Wings and Rings on Facebook,
resulting in an explosion of likes
on the BWR page.

The Build a Chin tab received over 3,700 views and the BWR website saw the biggest traffic spike in the brand’s history.

Most importantly, people now see BWR as less of a sports bar and more of a sports restaurant.

Facebook likes
increased by 55%