Wings. Beer. The World Cup. Not just every soccer fan’s dream date, but also the cornerstones of Buffalo Wild Wings’ Instagram launch strategy last month. B-Dubs kicked off its World Cup #Fannerisms campaign with a caricature of a soccer fan, “The Goal Guy,” plus invited fans to post their own pictures with the hashtag while they’re watching games. Additionally, the campaign makes B-Dubs one of the first brands to leverage Instagram’s “Direct” feature: They’ve been using it to send pictures to winners with instructions for how to redeem gift cards. Pairing smart timing with engaging content, B-Dubs racked up 1,600 fans in three days and has since added 1,000 more. An especially smart move considering fans had uploaded and tagged nearly 1 million photos on Instagram before B-Dubs even had a presence on the network.
BONUS READ: Being able to deliver results isn’t always dependent on budget. When we launched The Columbus Marathon on Instagram last year, we used clever content, high engagement and influencer outreach to build up the network prior to race day.