After our collaborative success with the launch of The Alienist, parent company WarnerMedia approached us again to help with a new show on TBS called Go-Big Show. We were tasked with driving tune-in to the series through a brand partnership and holiday season tie-in, as the show debuted just after the New Year in 2021. We were given the goal to create a national partnership with a major restaurant chain that reached middle America and sports minded consumers.
We were awarded the project roughly six weeks before the campaign was set to launch which significantly limited our options as the vast majority of national brands already had holiday marketing plans in place.
However, despite the timing challenges we were able to secure a national partnership with Buffalo Wild Wings. BWW wasn’t just a terrific brand partner who was up for anything, but they lined up perfectly with our target demographic and the thematic elements of the show. A key part of TBS’ target demographic was sports fans, which matched BWW, with the tailgating theme also a through-line between the two.
Buffalo Wild Wings created the all-new Go Big Bundle, which debuted just before the series premiere and by popular demand, stayed available throughout the show run. This larger-than-life meal featured 20 bone-in wings, 20 boneless wings, and fries for a special price.
To help launch the campaign, we partnered with Go-Big Show host Bert Kreischer who was already a massive fan of BWW and had even famously been kicked out of several locations in past years. He created original content promoting the bundle that was released on socials, along with additional content and brand messaging distributed across socials of the show, the network, BWW, and the judges.
The Go-Big Bundle was featured on the landing page of Buffalo Wild Wings as well as in-store signage throughout the United States. The partnership was also seen across all TBS digital collateral, including its website, socials, and newsletters.
For the premiere night, we created the ultimate tailgate kits and hand delivered them to select press and influencers - along with hot Go Big Bundles. The tailgate kits included a 3-pack of BWW famous sauces, a vintage Go-Big Show muscle t-shirt, a branded beer pong kit, a beverage koozie in the shape of an oversized fist, and a personalized note, all housed within a branded cooler. All press and influencers were encouraged to tailgate for the show itself and post about the experience on socials.
Additionally, lucky fans who engaged with Buffalo Wild Wings on socials had a chance to receive surprise and delight deliveries of their own custom tailgate kits.
The brand partnership exceeded expectations, as the show’s launch in early January marked the TBS network’s most-watched premiere for an unscripted series in three years, according to Neilsen.