Buffalo Wild Wings’ successful cross-platform advertising campaign points to the potential for using mobile to increase ROI, according to the 2013 Online Brand Effect Case Study by Nielsen.
The Minneapolis-based restaurant chain kicked off the National Football League’s 2012-2013 season with a new cross-device ad campaign to target males aged 18 to 35. The sports bar teamed up with space150, a digital innovation agency, to create a game “Protect the Football.” It encouraged football fans to conquer game day obstacles in order to get to B-Dubs (as Buffalo Wild Wings is commonly referred to).
This campaign consisted of a landing page, as well as desktop and mobile components. It attracted nearly 200,000 game players, according to the study.
Nielsen was called on to measure the effectiveness of the cross-platform ad campaign in real-time. The company mainly used Nielsen’s brand lift metrics to evaluate both mobile and online performance. They were able to see, for example, that the “Protect the Football” campaign drove 45 percent purchase intent among mobile users, compared to 26 percent among consumers who were exposed to the online campaign.
The effectiveness of Buffalo Wild Wings’ cross-platform campaign presents an opportunity for using mobile to improve brand awareness and maximize ROI. In fact, mobile is already the dominate platform to target 18 to 34 demographic, and mobile advertising budgets have increased by 142 percent from 2011 to 2013. However, the study points out that mobile can become a very useful channel only when advertisers use the right metrics to evaluate and optimize the performance of their campaigns.
As FMCG (fast moving consumer goods) accounts for a large share of the global advertising market in 2013 to date, Buffalo Wild Wings is not the only FMCG brand turning to mobile-optimized strategies. Procter & Gamble’s Secret, a deodorant brand, recently launched the Snaps mobile app for photo sharing, as part of its “Mean Stinks” campaign, while Mondelez International signed a “mobile only” media deal with Google in May this year.
Download the complete case study for additional insights from Nielsen website.