CASE STUDY
BUFFALO WILD WINGS
IP TARGETING
CASE STUDY
BUFFALO WILD WINGS
IP TARGETING
This campaign used RockWater’s IP Targeting. IP Targeting takes the traditional direct mail strategy and delivers a message in the form of banner or video ads on websites online.
BACKGROUND
When a new restaurant opens, getting the word out is important. That’s why when a Buffalo Wild Wings opened in the southeast region of the United States, they paired RockWater’s IP Targeting tech with Direct Mail.
BWW opted to send 20,000 direct mail offers to homes in the nearest six zip codes to the restaurant.
The franchise then chose to add value to their direct mail campaign by layering RockWater’s technology on top. Nearly 8,000 homes from the same direct mail list received ads through IP Targeting.
The creative said, “A new Buffalo Wild Wings is opening near you! Look for your special offer in the mail!”
RESULTS
The novelty of the Buffalo Wild Wings strategy was evident. Within the first two days of the campaign, the Click Through Rate soared to a .21% before settling to an industry-beating .1%. What’s more important, though, is that those who received IP-targeted ads resulted 35% more likely to enter the restaurant and take advantage of the offer. See the MatchBack analysis for yourself:
RockWater can be every marketer’s secret weapon. Generate more traffic, conversions, and sales dollars with our IP Targeting solution.