With just two weeks to go until coverage of the 2012 NCAA Division I Men’s Basketball Championship tips off, CBS Sports and Turner Sports have announced a wide scale marketing campaign designed to propel fan excitement leading into March Madness and keep them on their feet all month-long. Through television, on-site activation, music integration and more, the campaign will connect with fans like never before.
Starting Tuesday, the “Brackets Everywhere” campaign will launch with television creative ads featuring cameos from recognizable faces like Big Boi from Outkast, Conan O’Brien, Kevin Hart, Jonah Hill and Channing Tatum; CNN anchors Wolf Blitzer, Erin Burnett, Anderson Cooper and Soledad O’Brien, and HLN’s Robin Meade, among others.
The creative campaign will feature a fashion designer who decides the bracket design is the next hottest thing, promoting a nationwide bracket craze and resulting in entertaining appearances by those individuals commenting on the new trend. The spots will run across TBS, CBS, TNT and truTV, as well as CNN, HLN, Airport Network, CBS Outernet Partners and across Turner Digital, which includes SI.com and NCAA.com.
In addition to the television creative supporting “Brackets Everywhere,” Turner Sports and CBS Sports will reveal brackets standing as large as 50×32 feet in three major locations: CNN Center in Atlanta on March 6, Hollywood & Highland in Los Angeles on March 7 and Vanderbilt Hall at Grand Central Terminal in New York on March 12, National Bracket Day.
Leading into each bracket being built and debuted, CBS and Turner will also feature a marketing takeover weeks leading into March Madness to generate fan excitement as National Bracket Day approaches. In addition, there will be significant branding presence throughout the city of New Orleans, the site of the 2012 NCAA Mens’ Final Four and National Championship.
To further drive excitement leading into March Madness, the Black Keys will serve as the musical backdrop to the Tournament with the song “Gold on the Ceiling” used within television creative featured during and around game coverage. The music will be used within spots featuring the band, as well as part of the overall campaign throughout March Madness coverage.
“Brackets Everywhere plays into an iconic March Madness element which excites fans, while the energetic musical performance by the Black Keys will reflect the intensity the sport delivers,” said Christina Miller, senior vice president, Turner Sports Strategy, Marketing and Programming and senior vice president and general manager of NBA Digital. “Now in our second year partnering with CBS for March Madness, we have the opportunity to really dive in and take advantage of the scale and breadth of our brands, talent and creative capabilities.”
The marketing blitz is part of a larger campaign which also includes digital out-of-home billboards with live score updates, print ads in major publications, radio spots, television programming guide messaging and more.
Turner Sports and CBS Sports will provide live, full national coverage of the championships 67 games across four national television networks – TBS, CBS, TNT and truTV – as well as across multiple platforms. The tournament tips-off on March 13-14 with the First Four and concludes with the Final Four and National Championship Game on March 31 and April 2.