Brands are eager to tap into the massive audience tuning in for Saturday's NCAA Final Four games, but the categories those fans are spending the most money on might surprise you.
Here's a fun way for brands to dole out product samples. As part of its sponsorship of this weekend's NCAA Men's Final Four competition, Coke Zero and Ogilvy & Mather installed a "drinkable billboard" that shoots soda through a massive straw into a public drinking fountain.
For Turner Broadcasting System-owned Bleacher Report, March Madness marks its biggest ad revenue event of the year. In 2015, around 55 advertisers partnered with the publication for the collegiate basketball games, which tipped off on Thursday.
If you need more evidence that folks absolutely love March Madness, consider this: One-third of the 15,000 consumers surveyed by Genesis Media said they would prefer to make public—for all to see—their entire online search histories than miss the college hoops
The drama of March Madness didn't take long to settle in. In dramatic upset victories today, the University of Alabama at Birmingham beat Iowa State, and Georgia State shocked Baylor.
If brands that are investing in March Madness—we're looking at you, Capital One, Coke and AT&T—want to effectively extend their campaigns to social video, they should watch basketball's big boys for guidance and inspiration.
Sports sponsorships rarely equate to more than some choice ad placement and logo saturation. But Allstate and its agency, Leo Burnett, are definitely making the most of the company's partnership with March Madness. In a campaign called March Mayhem, the official NCAA tournament sponsor is trotting out its likably loathsome ad character to Twitter, Facebook and Vine, where he delights in the millions of brackets broken by unexpected wins like No. 10-seeded Stanford defeating No. 2 Kansas and 12th-seeded North Dakota State winning big over No. 5 Oklahoma. Read more about the effort in our Q&A with Pam Hollander, Allstate's senior director of integrated marketing communications, and check out some of Mayhem's better Vine installments below. Please note: Firefox seems to have trouble playing Vine embeds, so we recommend using Chrome, Safari or another browser.
From the now-ubiquitous Good Hands field goal net program to the increasingly chaotic pratfalls of anarchic pitchman Dean Winters, Allstate’s Pam Hollander, senior director of integrated marketing communica
Walker Jacobs is out at Turner. The veteran digital executive, who most recently held the title of evp of Turner Digital, resigned today, according to sources. Jacobs had been with the company since 2007.
Many brands—Capital One, Dove Men's Care, Nike and Buick, to name a few—were at the ready last weekend for March Madness, purchasing Promoted