Football season and wings go hand-in-hand, and for Buffalo Wild Wings—a major North American restaurant chain—it’s one of the busiest times of the year.

More than one-fourth of the world’s advertising dollars spent are on fast-moving consumer goods like quick-service and casual dining restaurants, and new ad formats are constantly coming to market. Seeking new ways to capture audience mindshare, marketers are always expanding their ad efforts, ranging from online to social to mobile. For the 2012 season, Buffalo Wild Wings saw football as the perfect opportunity to implement a cross-device advertising campaign to capture more consumer time and drive in-store traffic.

Moving beyond traditional advertising, Buffalo Wild Wings worked with space150, a digital innovation agency, to create “Protect the Football,” a game in which football fans avoid game day distractions to get to the nearest Buffalo Wild Wings restaurant. The advertising was directed toward males ages 18-35, and Buffalo Wild Wings made the game available across online and mobile platforms. Buffalo Wild Wings and space150 wanted to understand how their online tactics were performing in a mobile space and needed relevant brand lift metrics to evaluate how effective the campaign was at raising brand awareness across both platforms.