The branded station is called B-Dubs Radio, referring to common nickname for the chain, and is curated to appeal to customers' key passions, sports and music. Given iHeartRadio?s established presence in the mobile app scene, the station could broaden the chain's reach and increase dining visits. 

?We believe mobile will play a significant role, as we know that our target audience relies heavily on mobile, more so than ever,? said Bob Ruhland, vice president of marketing at Buffalo Wild Wings, Minneapolis. ?They?re checking their sports scores, social updates and reviews, and are likely to access B-Dubs Radio via their smart phones as well.  

?It?s a little early to predict mobile consumption, but we anticipate that mobile will likely make up a significant total of B-Dubs Radio access,? he said.

B-Dubs Radio is powered by Wings, Beer and Sports? Blends Contemporary Hit Radio and will also contain commentary from sportscaster and radio personality Dan Patrick and the week?s top sports matchups, key rivalries, trivia and more.

B-Dubs Radio joins Buffalo Wild Wings? suite of in-restaurant and outside entertainment platforms, such as B-Dubs TV and table-side tablets that help create the ultimate social experience for its guests. 

IHeartRadio, a free music streaming service, aggregates radio content across more than 1,000 stations and allows users to create their own personalized stations.

Buffalo Wild Wings hopes to provide an all-encompassing experience for its fans, which includes more than just a meal. By leveraging social, Buffalo Wild Wings can promote its new offering and work its way toward building more of a community between itself and its biggest fans.

Also, being the first of its kind, B-Dubs will likely inspire other brands to collaborate with iHeartRadio, building its own marketing reach.

The restaurant chain has taken a huge leap into mobile and multichannel efforts this year. It recently launched a multi-platform experience for Web and app users that incorporates fantasy sports and competitive gaming experiences.

With more than 1,000 restaurant locations in North America, the restaurant is seeking to further enhance customers? experiences by introducing a series of sports-based games that can be played via the Web site, mobile app or tablets in the restaurant. The games offer incentives for frequent players, such as weekly prizes and season prize packs, in the hopes that users will continue to engage in the Buffalo Wild Wings experience even after dining at the restaurant (see story).

Its trek towards mobile arose from prior research the company conducted.

A Buffalo Wild Wings case study that was presented at the 2013 IAB Mobile Marketplace pointed to a big opportunity for using mobile to increase purchase intent.

Executives from Buffalo Wild Wings, space150 and Nielsen presented a case study from the casual dining restaurant during the ?Measuring Mobile ROI: How Do I Know It?s Working?? session. The campaign took place during the 2012-2013 football season and was meant to help drive consumers to Buffalo Wild Wings locations (see story).

?Our inspiration behind this initiative is engaging our guests outside the restaurant, keeping Buffalo Wild Wings at the top of mind by giving people the perfect mix of sports and music,? Mr. Ruhland said. ?Our blend of commentary, sports highlights, music and trivia is unique to B-Dubs and all part of the ultimate social experience that keeps fans engaged and coming back to their local Buffalo Wild Wings restaurant to enjoy that next big game with friends and family.?