Buffalo Wild Wings is building a bed and breakfast called BnB-Dubs inside the sports bar of its Chicago Lincoln Park restaurant to celebrate March Madness. The restaurant’s goal is to give four fans the chance to experience the game-day-themed pop-up, and “literally live at the bar.” 

Amenities of Bnb-Dubs include bunk beds, a mini basketball court, built-in flat screens, an on-call waitstaff and in-room dining. This includes the brand’s new brisket lineup, which it’s rolling out to all 1,250 locations this month. Guests can also wear bespoke loungewear like the custom varsity jacket-bathrobe made from pleather and terry plus matching signature slides. Buffalo Wild Wings will also provide guests with single serve-shower wet wipes infused with essential oils like “chamomile, castor and courage.”

To enter to win a stay at Buffalo Wild Wings’s pop-up, fans must record a video proving why they’re the ultimate March Madness fan, then post it to Instagram or Twitter using the hashtag #BnBDubsContest and tag a friend. Submissions are open now through March 12. Buffalo Wild Wings will notify two winners (who can each take a friend) via direct message on Selection Sunday. The microsite for the pop-up explains, “Throughout the contest period, check your DMs to see if our esteemed panel of sports bar analysts have selected you and your buddy to go dancin’ at BnB-Dubs.”

Overnight experiential activations are all the rage these days—Booking.com has been known to host sleepover stays around the latest national holidays and films. Oscar Mayer turned its Wienermobile into an Airbnb for rent. Mattel and Airbnb transformed a Malibu home into a Barbie Dreamhouse. But for Buffalo Wild Wings, the move is unexpected. In late 2019, hiring a new agency for creative signaled the restaurant’s first step toward a revamped marketing approach. 

Ever since, it’s been making efforts to appeal to sports’ fans. In September 2019, Buffalo Wild Wings inked a multiyear deal with MGM Resorts International and its sports betting venture Roar Digital. The partnership launched a free, mobile football game called Picks and Props, which mimics sports betting and rewards winners via trips. 

Shortly after the announcement of their partnership, the companies launched a test program in New Jersey that gives customers inside the restaurant exclusive perks on the BetMGM app.