Buffalo Wild Wings And Gronk Team Up For Super Bowl’s First 360⁰ Spot

To cut through the Super Bowl clutter, Buffalo Wild Wings tapped the latest 360° video tech and the emerging distribution power of Facebook, YouTube and other digital partners to create an exclusive, shareable experience to bring the unique brand to life.


The company’s brand team and its agency partners worked with NFL Tight End Rob Gronkowski (Gronk) and his brothers for the brand’s unique spicy challenge. The 360° social spot allowed viewers to explore the action like never before – and surpassed all goals in terms of engagement and views.



The teaser content and 360 video hit 3M views on Facebook alone, eventually earning 14.7M impressions over the weeklong campaign — with tens of thousands of likes, shares and comments. Finally, #Blazin Challenge increased by 6000+%

Key Results

14.7M Social Media Impressions (Facebook & Twitter)
3.19M views for teaser and 360 content
29,732 engagements (likes, comments and shares) on Facebook, Twitter and YouTube.
6,325% increase in #BlazinChallenge
61 earned media placements
290M earned media impressions