HELPING CASUAL FANS EMBRACE THE MADNESS
ESPN
Anyone Can Bracket
Capabilities
Creative
Design
Media
Production
Strategy
PROBLEM
How to grow beyond core sports fans, when brackets can feel daunting for casual fans who don’t follow NCAA Basketball?
OUTSIDE-INSIGHT
We often think we need to know everything, but when it comes to March Madness, not knowing is the fun part.
SOLUTION
Anyone Can Bracket - a platform that has allowed us to highlight everything from different player archetypes, like the “gut instinct” player, to literal inanimate object participation.
MEDIUM
Our unlikely heroes carried the message, in paid & owned channels to establish the idea, as well as ongoing engagement through social handels based in our hero personas.
OUTSIZED IMPACT
Men's Tournament
-
Total Players: 8.21M (+9% YoY)
-
Brackets: 20.05M (+16%YoY)
Women's Tournament
-
Total Players: 1.1M (+23% YoY)
-
Brackets: 2M (+41% YoY)
MORE WORK
ESPN
ESPN
ESPN
ESPN
Amazon Web Services
