Buffalo Wild Wings Fandamentals

For March Madness, Buffalo Wild Wings wanted to introduce its popular TV character, Coach, to audiences in the digital space.

To further the character's story, and enhance the audience's tournament experience, we created a series of videos that centered on him doing what he does best: teaching lessons and running drills. We called it Fandamentals.

In these short instructional videos, Coach teaches fans how to make the most of March Madness, in a style that's entirely his own. The videos were contextually released at various points in the tournament, giving B-Dubs a relevant voice in the March Madness conversation.