Twitter Is Ready for March Madness

The social network teamed up with the NCAA and Turner Sports on special hashtag-triggered emoji

The 2016-17 NCAA Men’s Division I Basketball Championship tournament tips off in earnest Thursday, and Twitter has a courtside seat.

The social network teamed up with the NCAA and Turner Sports on special hashtag-triggered emoji that will be added to tweets with the following hashtags:

  • #MarchMadness
  • #SelectionSunday
  • #BracketBusted
  • #Sweet16
  • #Elite8
  • #FinalFour
  • #NationalChampionship
  • #OneShiningMoment

Fast-food chain Wendy’s is also providing a unique way for fans to fill out their brackets—via direct messages on Twitter.

David Herman, who works on sports partnerships for Twitter, offered more details in a blog post:

You can also join in on the fun by building your bracket right on Twitter. Wendy’s launched the first-ever #WendysBracket, created entirely on Twitter, which allows fans to create brackets via direct messages. Fans will be able to revisit their bracket and check their progress at any point throughout the tournament. Scoring updates, prize giveaways and redemption bracket opportunities will be offered throughout the tournament.

Finally, the social network looked back at this past season, saying in Herman’s blog post that the three most-tweeted-about moments during the 2016-17 campaign were:

  1. The University of Kentucky’s Malik Monk hit the game-winning shot against the University of North Carolina Dec. 16. Monk scored 47 points in that contest.
  2. The University of Kansas’ Frank Mason III’s game-winning jumper with 1.8 seconds left to beat Duke University Nov. 16.
  3. Duke upsets North Carolina Feb. 9.

The three most-tweeted-about games were:

  1. Duke 86, North Carolina 78, Feb. 9.
  2. North Carolina 103, Kentucky 100, Dec. 17.
  3. North Carolina 90, Duke 83, March 4.

And Twitter users’ predictions for the Final Four were: Duke, University of Arizona, Kansas and North Carolina. David Cohen is editor of Adweek's Social Pro Daily.