But, if you went to a college represented in the “Sweet Sixteen,” you’re watching. If you dislike a college represented in the Sweet Sixteen, you’re watching . . . with your fingers crossed. And all over the nation, offices and neighborhoods alike are starting to argue over their brackets long before the “Final Four” are close to being crowned. Even if you don’t care about basketball at all, it’s easy to get swept up in the “hoopla.”
The genius of the March Madness branding is that it capitalizes on our national obsession with sports and adds a compelling community angle that makes everyone want to get involved.
Of course, it doesn’t hurt that the players aren’t pro athletes being paid millions of dollars every year; college stars have careers just starting to hit the spotlight. As a result, even people who don’t usually follow sports can relate, and they end up taking part in the office pool or sitting down to watch a game.
It’s truly a perfect storm of fun, competition, “Be True to Your School” loyalties and enough emotional ups and downs to start a soap opera!
What more could a marketer want? March Madness offers huge advertising and branding opportunities, and there are plenty of best practices and lessons you can pull from all the brand madness happening off the court. Read the rest of this entry »