I usually fill out an NCAA basketball tournament bracket, even though I don’t watch the regular season very closely. I think there are others who can say the same. So what is it about March Madness that draws so much interest, even from those who don’t consider themselves basketball fanatics?
I believe that the allure lies in the idea of community.The tournament has a knack for bringing people together. We want to compare our bracket with others. We want to compete. We want to cheer for something. We want to brag when our bracket holds up better than the next guy. And we want to share our frustrations with someone else, whose bracket crumbled as quickly as ours. March Madness promotes a singular mindset and singular focus. And AT&T has tapped beautifully into this spirit of camaraderie with their “Brackets By Six Year Olds” campaign. I love this series of videos. In each episode a journalist interviews children to get their insight into each college team. See below:
There are some marketing lessons that can be gleaned from this campaign, and from March Madness in general:
Be Community-Oriented. As stated above, March Madness builds community. Your marketing efforts should do the same. Cultivate an environment that makes it easy for clients and customers to talk to each other and to you. People like to be around others with a similar interest. Everyone knows that March Madness will happen every single year. Perhaps you can create some kind of event, promotion, etc. that happens on a regular basis. Maybe it’s a training class or giveaway. You can also create an online community, in the form of a Google+ hangout, forum, group, or webinar. Whatever it is, create something with a singular focus that clients and customers can look forward to.
Be Timely. AT&T decided to “piggy-back” on an already popular event to create a great marketing campaign. Knowing that people are heavily interested in the NCAA tournament, AT&T capitalized and produced videos centered on that event. You might look at ways that you can take advantage of pre-existing events to boost the conversation around your brand.
Be Imaginative. Nothing will help your brand stand out like a unique perspective. And children have the greatest imaginations. Consider Sony’s recent ad, directed by Wes Anderson (but written by an 8 year old). AT&T tapped into the minds of children to create some wonderfully imaginative perspective on college athletics. And that kind of imagination draws people in, because who doesn’t find the mind of a child cute, funny, and remarkable? Now, this doesn’t mean that you need to utilize a bunch of children into your next marketing campaign, but it is important to communicate an interesting point-of-view to your audience.