The annual NCAA tournament every March attracts a wide variety of audiences, including male and female teens, college students, working professionals and more. This broad audience is one of the major reasons big brands utilize March Madness to connect with consumers.
With this year’s nearly three-week tournament likely to be the biggest yet in terms of advertising revenue, it is no surprise that many of the usual big brand players are taking part. Which ads have you noticed in your down time between filling out your brackets and watching every game? Here are three brands that have caught our attention with their advertising for this year’s tournament:
- Buffalo Wild Wings: As one of the major sponsors and the “official hangout” for the NCAA Tournament, Buffalo Wild Wings’ ads are showing up a lot. Before the tournament even started, this brand had already began advertising with a series of online videos. These comical videos feature a sports “coach” who shares his knowledge on a range of March Madness topics including, “Multi-task training” to keep track of your brackets, “Cinderella spotting” and “Winning gracefully”. In addition to their pre-tournament advertising, the brand has been advertising throughout the tournament and during the commercial break immediately preceding every overtime period, which luckily for them has happened multiple times already.
- Unilever’s Dove Men+ Care: This male-focused brand has rolled out an extensive mobile and digital campaign as part of their NCAA sponsorship. Their multi-media campaign includes video, social media, real-time content and a sweepstakes. So what really made this brand’s advertising efforts stick out to us? The way they capitalized on the Youtility philosophy with their ‘Easy Decision’ campaign that helps guys during March Madness. When individuals visit www.DoveMenCare.com they can find NCAA Basketball facts, stats and expert insight to use for their brackets.
- Burger King: This fast-food chain’s NCAA advertising campaign is all about giving fans the chance to #WatchLikeAKing. Through their social media campaign, they are engaging with their followers and asking them to follow and tweet @BurgerKing why they deserve to watch the games like a king. Burger King plans to review all submissions and choose fans to win a variety of prizes, including flat screen TVs, mobile phone projectors, gift cards and tickets to the NCAA Final Four.
While you are continuously checking your bracket and adding up your points, be sure to also look out for the best game-time advertising. Let us know which brand you think is the top advertising contender in the comments section below.