SCVNGR’s 1st National Brand Partnership w/ March Madness Exceeds Expectations

SCVNGR is a location-based gaming platform that launched in 2008 by a 22 year old Princeton dropout. In January of 2011, SCVNGR partnered with Buffalo Wild Wings (BWW) to create a 12-week long campaign leading up to March Madness. “BWW was the first national SCVNGR promotion, and in the first three weeks, the game accrued nearly 30,000 players. By the end, the campaign had 184,000 players at 730 BWW locations.” (Mashable)

Campaign Goals:

How To Play:
Customers were encouraged to participate in challenges such as taking pictures or eating certain dishes to earn points that were redeemable for discounts and free stuff. “The competitive game layer of SCVNGR worked well with the BWW patrons, who thrive on competition, community and games. SCVNGR’s SVP of Marketing Chris Mahl says that what differentiates SCVNGR from other location-based services is that it’s “not a checkin-based service, [but something] that goes further into brand goals [and] consumer goals.” (Mashable)

3-Month Results:
- 20,000+ challenges
- 184,000 unique players at 730 nationwide BWW locations
- 1/3 players returned to play again
- Campaign generated more than 100 million social impressions via Facebook and Twitter.
- “On average, a player spent 90 seconds per challenge, meaning that BWW saw the equivalent of 3.6 years of brand engagement in its locations during the campaign.” (Mashable)

The campaign was an interactive success, at a very low cost!

Image and Source Credit: Mashable.com

• Categories: Campaigns, Guerrilla Marketing, Social Media