Spring is one of the best times of year for sports. The PGA Tour finishes
the Florida swing and turns towards Augusta, Spring training is going strong
and Opening Day is just around the corner and Spring practice kicks off for college football. But the biggest event might just be the Big Dance.
The NCAA Division 1 basketball tournament means guys taking long
lunches or calling in sick, Cinderella runs and someone who knows
nothing about basketball winning the office pool because they go chalk.
Digital technologies are making March Madness less of a TV event and
more of an online at-work event.
• 20% of them will spend at least 2 hours following games, 16% will spend five or more hours involved with the tournament during working hours – that’s just during the first two days of the tournament
• Last year, total online March Madness coverage attracted over 220 million page views and 2.2 million unique visitors per day
• Some estimated have the number of total workers watching the tournament online climbing to 3 million people
• Nearly 900,000 workers are expected to spend 3 or more hours watching online instead of working
What Does This Mean To You?
March Madness is one of those iconic sporting events that pulls in fringe audiences and the non-basketball fans. For that reason, it is very expensive to use the tournament as a marketing vehicle. It has even become too expensive for many national companies to be official sponsors of the Big Dance. But there are several things you can do to leverage the appeal of the tournament. In store contests to give away game prize packs are a great way to build a database to mine for further sales. There are numerous social activities you can do to engage customers. Polls are one of the most engaging social activities around. Tweeting out scores and storylines can build a following and awareness. In tomorrow’s post, we’ll look into the biggest participation point of March Madness – office pools. For more information on how you can use social media to develop consumer relationships, please contact
Source: Challenger, Grey & Christmas; MSN