It’s Madness.
TV | Online Video | Digital
Ran the Yahoo! Entertainment site.
Ran on the Yahoo! Finance site.
Ran on the Yahoo! Travel site.
The method to your march
Yahoo! needed to build awareness and drive sign-ups to their newly redesigned NCAA March Madness game called Tourney ‘Pick Em. The game allowed you to fill out a bracket for the tournament with your friends, co-workers, or strangers to see who got the most picks right.
We knew that when it comes to the NCAA tournament and March Madness, the combinations of brackets are endless. Endless too, are the various methods that people use to make their tourney picks. Do they go with their head or their heart? The strength of a conference? The color of a uniform? The GPA of a point guard or will mercury be in retro-grade?
History has told us there is no wrong way to go about it. A bracket is a very personal thing so it only makes sense to go to a place that puts you first, and helps bring your bracket picking method to life. So creatively, we landed on the campaign message “March is Madness. And Yahoo! is The Method to your March”.
CONTEXTUALLY RELEVANT
To acquire sign-ups by new audiences, we extended the campaign across the full Yahoo! network of properties with the goal of making it clear that the game was fun and inviting to people who may know little about college basketball. We used relevant messaging to speak to the new audiences contextually within the pages they were on across Yahoo! Entertainment to Finance, Travel, and more.