As you can imagine, Father’s Day is a big day for a sports bar that specializes in chicken wings. So Buffalo Wild Wings wanted to do something funny for Father's Day at a time when the pandemic had determined that this would not be a very funny summer. And in general Father's Day is often an overlooked holiday, outshined by Mother's Day and known mostly for its infamously bad gifts. So we set out to make the ultimate Father's Day gift and sell some wings along the way.

The idea was simple: take the lamest Father Day gift in the world, the necktie, and combine it with the preferred Father's Day activity, eating wings, to create the Moist Tie-Lette. A necktie made of moist towelette material. It was shipped to our customers in a giant packet just like a real moist towelette for a customer experience that is both surreal and hilarious.

We went live the day before Father's Day offering the Tie-Lette for $25 (with a $25 gift certificate for BWW). We also launched a "making of" video to build excitement and add to the hilarity. Two hours after it went live it sold out all 50 Tie-Lettes.

We were able to capture 34 earned media placements, totaling 11.3 Million impressions within five days of the launch—15 online media placements and 19 social media placements. Top editorial coverage included placements in BroBible, The Dad, Adweek, Forkly, Trend Hunter, Mashed, and Media Post.

Top editorial headlines:

Buffalo Wild Wings Has Dreamed Up A Father’s Day Gift Unlike Any Other In The Form Of The ‘Moist Tie-Lette’ – BroBible

Buffalo Wild Wings created a tie that dad actually wants for Father’s Day – Foodsided

Buffalo Wild Wings' ridiculous Father's Day gift has fans laughing – Mashed