Look, a lot of you plan to kick back in bed, in your bathrobes, scarfing down saucy wings and pounding back a few cold ones while binging round the clock on March Madness.
Now, imagine such indulgence taking place in a happy, basketball-themed room, at an actual Buffalo Wild Wings sports bar, with flat-screen TVs blaring the games.
Two lucky fans, plus one friend each, will live out this particular version of the American Dream during the opening weekend of the NCAA men's basketball tournament this month. That's when a Chicago BWW transforms 160 square feet of prime floor space into a "BnB-Dubs" for a contest developed with The Martin Agency.
"Dubs" refers to the chain's two W's, natch. (The chain often refers to itself as "B Dubs.") And while you can relax in a bunk bed at the BnB, breakfast isn't on the menu. You won't mind, because that second "B" stands for "beer," "buzzer beaters" and more, as we learn in the clip below:
Narrator got excited! Had to shout! Dude, lighten up!
"The first two days of the tourney are some of the best in sports—sun up to sun down basketball," Martin Agency group planning director Mike Kelly tells Muse. "And since people are basically living at the bar, we figured why not let people literally live at the bar? And seriously, who's never dreamed of sleeping in the bar?"
Um, yeah … dreamed.
Anyway, you won't need to get a vasectomy or change your rap handle to enter the competition. Just upload a video showing why you deserve to party in the BnB and tag it #bnbdubscontest. Paint your face the colors of your favorite team. Paint whatever body parts you like. Who knows what the judges will respond to?
Winners and their pals get a sleepover on March 19, free food and drinks, plus custom varsity-jacket/bathrobes, matching signature slide-slippers and a full-body towelette for beer-and-bbq-sauce-related clean-ups.
Hey, if nothing else, you'll get out of your parents' basement for a couple of days! (Kidding, of course. They kicked you out months ago, and you've crashed in your uncle's garage ever since.)
"We're filming the entire thing and will share content throughout the experience," Kelly says.
The BnB's set up against big windows that look out onto the street. "So being responsible bar patrons is expected," he adds, with no irony whatsoever.
Client: Buffalo Wild Wings
President: Lyle Tick
Chief Marketing Officer: Seth Freeman
VP, Brand Experience and Activation: Luke DeRouen
VP, Marketing and Advertising: Jeff Baker
Director, Marketing: Ryan Stein
Manager, Entertainment: Fallon Ducree
Director, Sports Marketin: Chad Glidewell
Manager, National Sports Partnerships: Ashley Wall
Coordinator, Brand Communications: Claire Kudlata
Agency: The Martin Agency
Chief Creative Officer: Karen Costello
Executive Creative Director: Jerry Hoak
Creative Director: Mik Manulik
Associate Creative Director: Andrew Bailey
Senior Copywriter: Graham Unterberger
Art Director: Dustin Dodd
Designer: Paige Nuckols
Senior Studio Artist: Margaret Griffith
Executive Producer:Tricia Hoover
Executive Producer: Kim Zaninovich
Senior Producer: Kim Slowik
Producer: Colleen Hopkins
Digital Producer: Chris Gsell
Executive Print Producer: Paul Martin
Print Producer: Jamie Dollins
Junior Print Producer: Amy Zhang
VP Director of Business Affairs: Dusty Slowik
Manager Director, Cultural Impact Lab: Jaclyn Ruelle
VP/Group Director, Communications Strategy: Taylor Grimes
Senior Executive, Cultural Communications: Matt Kessler
Chief Executive Officer: Kristen Cavallo
Group Account Director: Jordan Muse
Account Director: Kelsey Johnson
Account Executive: Laura Holland
Account Executive: Corinne Barrow
Project Manager: Kathlyn Sowers
Financial Account Supervisor: Monica Cox
Group Strategic Director: Mike Kelley
Strategic Director: Taylor Wiegert
Strategic Planner: Stuart Good
Neil DeVries, Vice President
Nick Eickemeyer, Senior Account Supervisor
Christian Blatner, Account Executive
Production Company: Mondial
Directors: Nate Balli
Director of Photography: Danny Caprialetti
Executive Producer: Ash Bruce
Producer: Andrew Campbell
Editorial Company: Mondial
Editor: Josh Rathmell
Editorial Producer: Ash Bruce/Sara "Monty" Montgomery
Editorial Producer: Will Renton
Mix Engineer: Mike O'Connor