I was there. I was close to a lot of the most vocal crowd at the end. It was definitely about the wings and it built over the last few minutes; but every Lenehan touch during that time turned it up a notch louder because it added the normal Lenehan contingent. It was funny, but yeah not as much for the team, especially at the time.
And when I say it was about the wings, I mean that the game was such a laugher at that point that the BWW contest suddenly became more interesting, even if you didn't want the wings, because it was a crowd phenomenon.
Even though none of us has ever had a wing from BWW, the promotion did work for our family: it made us choose Eli Cannon's for our early dinner stop on the way home, where we started with a huge order of wings (which were very good).
So, yeah, I like the promotion. That and the frisbee dogs at half-time were more interesting to my kids than most of the game was.